Modeling the ethical variables affecting corporate branding using the partial least squares structural equation modeling approach (PLS-SEM) and the theme analysis method

The purpose of this article is to develop and genesis the ethical-oriented corporate branding model in the confectionary industry in Iran and to predict and innuendo the ethical-oriented corporate branding construct in an exploratory study. After identifying the corporate branding ethical constructs in a qualitative study in this research, by interviewing 14 connoisseurs and analyzing the data that acquired from the interviews using the theme analysis method, in a quantitative study and collecting information through a questionnaire of 202 confectionery and chocolate marketers, the partial least squares approach to structural equation modeling  has been used to estimate and calculate the relationships in the ethical-oriented corporate branding model. Also, employee based brand equity has been used as a variable of measurement for corporate branding of endogenous construct. Extracting the structural model of corporate branding by four corporate branding predictive constructs including Corporate Ethical Philosophy, Corporate Ethical Communication, Corporate Ethical Culture and Corporate Ethical Image and extracting the measurement model of corporate branding through 14 extracted variables to measure the constructs in a structural model are the results of this research.