How university teachers’ authenticity and domestic university brand can reduce students’ intention to migrate? Evidence from Iranian higher education institutions

Abstract

ABSTRACT This study investigates the impact of university teachers’ authenticity on Iranian students’ intention to migrate. Moreover, the mediating role of students’ authenticity and the moderation of domestic university brands in the association between teachers’ authenticity and students’ intention to leave for educational purposes has been investigated. This is a quantitative sample survey and 404 questionnaires were collected from MBA students in the last year of a master’s degree course via purposive sampling. Data was analyzed by the use of PLS-SEM. The results showed that students with higher levels of authenticity and those who evaluate their teacher as authentic are more likely to stay. However, rather surprisingly, results revealed that domestic university brands predict students’ ITM but not in the expected direction. Our results additionally demonstrated that students’ authenticity partially mediates the relationship between teachers’ authenticity and students’ ITM. However, contrary to our prediction, domestic university brand does not moderate the relationship between teachers’ authenticity and students’ intention for migration.