The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions

Purpose Students’ experiences with instructors and courses determine an institute’s identity. With the instructor analogous to a brand spokesperson and the course to a brand, this study aims to examine the impact of the instructor experiential values on the student’s course experiences, as well as their attitudes and behavioral intentions towards the instructor. Design/methodology/approach This study uses a mixed-method approach that combines...