alireza youzbashi; fatmeh eskandar; mojtaba mohamadi
Abstract
The purpose of this study was to investigate the relationship between professional ethics of higher education professors with student loyalty and the brand equity of the university at the Institute of Electronic Education of Iranian in a quantitative manner. For this purpose, standard questionnaires ...
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The purpose of this study was to investigate the relationship between professional ethics of higher education professors with student loyalty and the brand equity of the university at the Institute of Electronic Education of Iranian in a quantitative manner. For this purpose, standard questionnaires of professional ethics of teaching including personality traits, content management, mastery of teaching methods, recognition of different dimensions of learner, standard appraisal and observance of laws and regulations, The customer loyalty questionnaire including the dimensions of cognitive, emotional, voluntary and practical loyalty and brand equity questionnaire including brand loyalty dimensions, perceived brand quality, brand association and brand awareness were used which were appropriate for the purpose of the research. The statistical population of the study consisted of all students of Institute of Electronic Education of Iranian, 119 of them were selected by Random and available sampling method and Levi and Lamshou sample volume formula. SPSS and Smart PLS software were used to analyze the data. For quantitative analysis of data, structural equation modeling with partial least squares (PLS) approach was used. The findings of this research indicate that the professional ethics of the professor on student loyalty, including cognitive, emotional, voluntary and practical loyalty, and the brand equity of the university, and all its components, including brand awareness and perceived brand quality, and Branding and brand loyalty are influential.
