The aim of this article is to conceptualize and empirically examine the constructs that constitute the concept of Alumni Orientation (AO). Using a discovery-oriented approach, conducted by supplementing educational and marketing literatures with in-depth interviews from 22 alumni personnel in six different UK universities, the author identified three second-order formative constructs and three first-order reflective constructs to measure the concept of AO.
Alumni could be considered a large source of support for their alma maters in such areas as lobbying, volunteering (e.g. mentoring), information, donations, investment, and networking. However, in order to increase alumni contribution, it is necessary to identify key factors that influence alumni loyalty