This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to recommend the university and university brand preference that stems from their own experiences during the university evaluation stage. Data from 339 parents of prospective university students were collected and analysed using structural equation modelling. The findings reveal that parents' experience with university staff, perception of other parents, and quality of university facilities affect parents' satisfaction. The results suggest that parents satisfied with a university are more likely to recommend that university to their children and prefer the university brand. These two constructs were found to influence university choice for those parents with non-similar education to a university programme. For parents with similar education to a university programme, only parents' university brand preference influences university choice.