The aim of the study is to investigate the relationships existing between cognitive,
affective and overall university image as a role precedent to students’ satisfaction. This work
should be a value to education leaders, education planners, as well as university professors and
administrators, which will help them, understand student behavior and implement strategies that
have a direct effect on boosting the university’s image and developing student satisfaction
consequently. Image is a new topic that is arousing interest in universities. The academic
research into corporate communication has focused on the transmitter and on the construction
process of message and has ignored the approaches focusing on the receiver. Thus, the
originality of this empirical study validates an attractive novel value of university image focused
towards the consumer.