University brand (UniBrand) is a recent concept, and its theoretical modelling is still somewhat inadequate. This paper examines how perceived service quality affects UniBrand performance, UniBrand image and behavioural intention. Using an online student survey, the present study obtained 528 usable responses. The conceptual model was validated using structural equation modelling. The study makes an innovative theoretical contribution by establishing a relationship between experience-centric brand performance and brand image, and the antecedents and consequences of this link. In addition, student satisfaction and trust were demonstrated to mediate the relationship between perceived service quality, brand performance, brand image and behavioural intention in a higher education context. However, there were no moderating effects of gender or mode-of-study on the model, confirming that the model is invariant across these variables. Overall, this model suggests the importance of experience-centric service quality attributes and how they affect university branding strategies for sustained positive intentions.