An analysis on the ethical component of brand personality in higher education
Subject Areas : marketing
maryam rahmani manesh
1
,
Badri Shahtalebi
2
1 - PhD of Educational Administration, Department of Educational Sciences, isfahan( (Khorasga) Branch, Islamic Azad University, Isfahan, Iran
2 - ََAssistant Professor, Department of Educational Sciences, Isfahan (Khorasgan) Branch, Islamic Azad University
Keywords: "Higher Education", "ethical innovation", "brand personality", "virtue orientation",
Abstract :
The aim of this study is to analyze the ethical component of brand personality in higher education by means of thematic analysis.The themes of brand personality in the first phase(qualitative)were identified by the method of content analysis in the research environment of information sources in the field of brand and brand personality in reputable internet databases by the method of targeted sampling of the angel-oriented63titles of articles and books. In the second phase(Quantitative)the statistical community consisting of faculty members of the Islamic Azad University of Iran was selected by the non-random sampling method available to32universities.The research tool,the questionnaire of123dialects of the researcher was developed.To inferential analysis of the questionnaire data,the method of factor analysis confirmation is used,according to which the content of the organizer of the ethics of the circuit includes two basic themes of value for Virtue and moral reconstruction.The results of the factor analysis for the validation of the model,the value of virtue with a factor load of90/0is a sign of the high explanatory effect,and all subjects with a high factor load were approved,which was a sign of the high validity of the model.Also,the values of the Cornbrash’salpha coefficient are82/0in the base measurement,which indicates high internal correlation in the subject reagents.Results canbe used as an appropriate model of brand personality with orbital ethics to create strategic tactics in the success of the future of higher education because the University with orbital ethics brand personality has a significant impact on university outcomes and increases productivity
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