In a context of increasing competition and financial difficulties for higher education institutions, alumni loyalty is a key factor for survival and success. This study tests a model derived from a relationship marketing perspective to investigate the roles of four variables (brand image, trust, satisfaction, and shared values) in the direct and indirect explanation of alumni loyalty. Based on a literature review, a theoretical model is proposed and tested through structural equations modeling for a sample of 1000 university alumni. The results reveal three direct antecedents of alumni loyalty (satisfaction, shared values, and trust) and one indirect antecedent (university brand image). In addition, this research offers theoretical contributions related to the relationship between shared values, trust, perceived university image, and satisfaction. The research highlights how education managers can increase alumni loyalty through strategic planning and direct policies to develop satisfaction, trust, positive brand image, and shared values.

This paper proposes sustainable entrepreneurial orientation (SEO) as a multidimensional construct that offers researchers the possibility of empirically testing their theoretical proposals in the sustainable entrepreneurship field. The authors propose an integration of different theories. In accordance with the dynamic capabilities view, SEO is approached under an organizational paradigm of strategic orientations delimited by competitive culture and multiple orientation perspectives. Furthermore, SEO’s nature is conceived at a firm-based entrepreneurship level and is based on an integrated triple bottom line sustainability. This approach is conceptualized using a categorization scheme and defined in accordance with the organizational predisposition perspective. Several research lines are proposed, all based on relational models with SEO as the key concept.

Purpose: The purpose of the paper is to contribute to the knowledge of how relationship value, trust, commitment, satisfaction and loyalty intentions are defined and relate to each other. It explores these relationships in the business‐to‐business (B2B) context by analysing manufacturing companies regarding to their main supplier.Design/methodology/approach: After the literature review and several in‐depth interviews, a method of empirical analysis consisting of quantitative intervention with an ad hoc survey using a structured questionnaire has been developed. Structural equations modeling is used to contrast the hypotheses on the links between the constructs analysed.Findings: Confirmatory factor analysis provided satisfactory results. With regard to the direct effects of the relationship value, the three relationships being considered were verified: relationship value has a positive influence on trust, commitment and satisfaction towards the supplier. Also, and as already contrasted in previous studies, trust has a direct, positive effect on commitment. In addition, and regarding to loyalty antecedents, data did not confirm that greater trust would increase loyalty but commitment did, leading to the conclusion that the effect of trust on loyalty is only indirect through the effect it has on commitment. Loyalty was also positively affected by satisfaction with the supplier.Research limitations/implications: Limitations of this paper open lines for future research. First, it considers that future research could include other variables affecting long‐term relationships. Second, longitudinal studies could serve to enrich the results and illustrate the complexity of the direction in the links among the variables and take into account dynamics. Third, a customer's perspective in the perception of value has been adopted in this paper. Finally, relationship value has been operationalised as reflective and a formative approach could be adopted. Implications for managers are in line with the detected importance of satisfaction and commitment as key factors because of their impact on intention to continue and expand business with the supplier. Moreover, manufacturers should recognize the role of assessing and building relationship value with their partners as it has an impact – direct or indirect – on intentions to stay in the relationship.Originality/value: In comparison, far less research has been done in the area of relationship value. This paper emphasizes the role of perceived relationship value in relationship B2B marketing studies providing a model and contributing to relationship management.

This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our understanding of key under-researched relationships. University brand image was found to be a key driver of alumni positive WOM intentions, due to its direct and indirect influences. The study also identified the mediating roles of alumni’s university identification and satisfaction. The influence of university brand image on alumi WOM is partially accounted for through its influence on alumni satisfaction and alumni’s university identification.