This study aimed to discuss the relationships among the brand image of universities (external variables), university satisfaction (mediating variables) and customer lifetime value (internal variables). The findings can serve as a reference for higher educational institutions in strengthening their advantages and overcoming their shortcomings, as well as for administrative decision-making. A questionnaire survey was conducted on university students in Taiwan, and 470 valid samples were retrieved. The data were analysed with structural equation modelling and multi-group analysis. The results showed that (...) brand image influences customer satisfaction, which in turn affects customer lifetime value. Satisfaction is a partial mediating variable between brand image and customer lifetime value. Multi-group analysis found that gender has no interfering effect between brand image and satisfaction, nor does it between satisfaction and customer lifetime value or between brand image and customer lifetime value. (shrink)