Introduction: In the competitive business environment, organizational performance is tied with modern methods of marketing and branding. On the other hand, researchers admit that observance of ethical considerations by organizations is a critical factor in positive perception of the organization and its performance. Accordingly, this study was conducted to evaluate the role of ethical branding on performance indicators of Kerman University of Medical Science and Faculty members.
Methods: The research method is descriptive and correlation. The research population includes faculty members of Kerman University of Medical Sciences is 402.with using Morgan table, 196 people were selected by stratified random sampling method. Data analysis done in two level of descriptive statistics (mean and standard deviation) and inferential statistics (correlation coefficient and regression) and structural equation modeling using SPSS and smart PLS software.
Results: The results showed a significant positive correlation between ethical branding & performance indicators in Kerman university of Medical Sciences.
Conclusions: Also the regression analysis and structural equation modeling showed that ethical branding and its components effect on organizational performance and the impact of ethical branding in the service level and in the corporate level on performance indicators is almost identical.