Investigates the effect of alumni ownership of university insignia goods and related alumni contribution behavior. Two distinct measures of alumni contribution behavior‐willingness to give and actual contribution behavior‐were used in this study. Willingness to give is a measure of the desire or sentiment to contribute. Contributions are behavioral manifestations of that sentiment. The results of the study indicate the importance of alumni identification with the university both to alumni willingness to give and donor behavior and suggests that identification with the university results in ownership of university insignia goods. Discusses programmatic strategies to increase alumni contributions stemming from the findings of this study.
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