Uphill Battle to Keep College Students Loyal

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They are the target of billions of dollars in marketing, but the more than 5.5 million students at four-year colleges across the U.S. appear to respond to brand messages the same way they do to their more boring lectures: They’re in one ear and out the other, according to a new study from marketing consultancy Brand Keys, New York.

By the time they don the cap and gown, students generally have avoided making lasting brand preferences in categories such as long-distance phone service, fast food and wireless.

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