Korean Educational Development Institute(KEDI)

The brand personality and status of the university among other universities are important for encouraging students to choose a particular university. This study examines different dimensions of the university brand personality and the effect of brand personality on the student-university relationship, student loyalty, and the moderating role of ethics on the research model. The sample of the first study includes all the students of public universities of Tehran city, and for the second study all the students of University of Tehran. 403 and 399 completed surveys were collected for the first and second studies. The results of an exploratory factor analysis show that the university brand personality has six dimensions with twenty-two scales. The results of structural equation modeling show that the university brand personality has a positive and meaningful effect on student-university relations, the relationship between student and university and the likelihood of students recommending the university to others, and the willingness to continue academic study. Ethics has a moderating role, but its effect and intensity are not meaningful.