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ABSTRACT
This study investigates the factors influencing brand loyalty among students at the University of Benin, Nigeria. Through a survey methodology involving questionnaire, in perceptions of academic support services, availability of campus facilities, engagement in extracurricular activities, social interaction, and overall student experience were analyzed. Findings reveal significant correlations between these factors and brand loyalty. Recommendations include improving academic support services, upgrading campus facilities, promoting extracurricular participation, and facilitating social interaction. Future research could explore brand loyalty across diverse universities and its impact on Nigeria's economy.
