The role of teaching ethics in student intentions and brand value

The purpose of this study was to investigate the role of faculty members' teaching professional ethics in student loyalty and the equity brand of the university at the Iranian Electronic Institute of Higher Education. Three standard questionnaires were used  for data collection: 1) 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; 2) the Customer Loyalty Questionnaire including cognitive, emotional, voluntary and practical loyalty dimensions and 3) Brand Equity Questionnaire including brand loyalty, perceived brand quality, brand association and brand awareness dimensions. The statistical population of the study consisted of all students Iranian Electronic Institute of Higher Education. Random and available sampling method and Levi and Lamshou sample volume formula selected 119 people... For quantitative analysis of data, Structural Equation Modeling with Partial Least Squares (PLS) approach was used. The results of confirmatory factor analysis showed that all observable and latent variables had factor load higher than 0.70 on their corresponding latent variable and were confirmed at the level of 0.01.