Hypotheses were drawn setting the relationships between
the affective, cognitive and overall image in relation with satisfaction. The results of the
empirical work carried out on a representative sample of 200 students studying at Holy Spirit
University of Kaslik (USEK) demonstrate that the cognitive component of image is an
antecedent of the affective component. In turn, both of these components influence the formation
of the overall image of a university. However, the affective and overall images statistically and
significantly affect the overall satisfaction of students with their university. The research could
also be extended to cover the area of the Middle East and study the process of formation of the
university image by various public universities.