The relationship between the university image and students' willingness to recommend it

Any higher education institution builds an image on the market which contributes to the attraction of quality students. The purpose of this paper is to emphasize the relationship between the university image and students' trust - manifested through their willingness to recommend the university. Data was collected from a significant number of respondents - higher education students studying economics in Romania, in other words 500 questionnaires were analyzed. The findings show that students’ personal experience and rumors contribute to the image formation about the higher education institution and greatly influences their willingness to further recommend it therefore this becomes an indicator of the academic performance and success.