Identification and attachment are topics comprehensively investigated in consumer--brand and person--non-business institution relationships. However, little is known about the antecedents and consequences of these concepts in the university-student relationship. We investigate the attachment--identification connection with the student--university relationship viewpoint. Therefore, we first researched the effects of trust, faculty image, perceived quality, and value congruence on student-university identification. Second, we assessed emotional attachment and student satisfaction as identification's consequences. Finally, we considered positive word-of-mouth as the outputs of attachment and satisfaction. We found that perceived quality, faculty image, trust, and value congruence reinforce student-school identification. Also, identification is the emotional glue that cements the bond between students and school to ensure satisfaction. Besides, attachment and satisfaction lead to positive word-of-mouth. Additionally, serial mediation analyses showed that identification, attachment, and satisfaction create the links between the identification's antecedents and positive WOM. We also found differences between students and graduates in some relationships.