In recent decades, higher education universities have faced a series of difficulties in brand positioning, satisfaction and loyalty. Therefore, the positive image that a university offers to the market is considered a crucial factor for potential and current consumers to purchase its services and ensure its sustainability in the face of the growing demand for professional training institutions. In addition, the image that students perceive of an institution is fundamental for their loyalty and academic satisfaction. In this sense, the purpose of this study was to examine the incidence of university image on the academic satisfaction of university students. A quantitative approach was used to corroborate the hypothesis, with a convenience population of 166 undergraduate university students pursuing virtual studies. Participant information was collected by means of a self-administered surv...