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University Fundraising Through Special Events: An Application Of The Theory Of Planned Behavior, Megan Elizabeth Hobbs
University Fundraising Through Special Events: An Application Of The Theory Of Planned Behavior, Megan Elizabeth Hobbs
Master's Theses
The purpose of this study was to apply the Revised Theory of Planned Behavior and EVENTQUAL models to explore (1) event qualities that significantly impact guests’ satisfaction with a university event that they attend, (2) significant factors influencing university loyalty as a result of an event, and (3) willingness to make a charitable donation to a university as a result of attending an event. An online survey was sent to attendees of an annual Cal Poly auction event between 2002 and 2016 that directly benefits Cal Poly students. The data were used to test a series of hypotheses to determine …