The Image of a University of Economics from the Perspective of University Candidates - Based on the SGH Warsaw School of Economics

Abstract

The article addresses the concept of university image and its impact on student satisfaction and loyalty. It discusses the factors connected with the need to build and sustain an appropriate image of a university and offers an original definition of a 'university of choice.' It also presents survey results (over 400 respondents) regarding the image of a Polish university of economics - SGH Warsaw School of Economics - from the perspective of university candidates.