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

The article aims at broadening the knowledge in the area of the image of a university. It provides an overview of research on factors influencing the perception of a university and its impact on the satisfaction and loyalty of students. The author also proposes a definition of the ‘university of choice.’ The paper is based on the results of research carried out on a sample of over 400 respondents – candidates for studies at a Polish state economic university: SGH Warsaw School of Economics. One of the aims of that research was to examine their perception of the image of the university. The results obtained indicate the importance of links between the educational offer, the labor market and future careers of candidates, while the conducted factor analysis provides some additional information concerning new trends in economics and business.