<![CDATA[This study aims to examine the influence of Emotional Brand Attachment (EBA) on Customer Citizenship Behavior (CCB) among university students. As competition in higher education intensifies, understanding the psychological factors that drive students to engage in voluntary behaviors that benefit their institutions becomes increasingly important. Emotional Brand Attachment reflects students’ emotional connection with their university, including feelings of trust, pride, and commitment. Customer Citizenship Behavior refers to voluntary actions performed by students that contribute positively to the institution, such as providing feedback, recommending the university to others, and assisting fellow students. Using a quantitative survey approach, data were collected from 200 active students from various higher education institutions in Pekanbaru. The analysis was conducted using SPSS to test the direct effect between variables. The results show that Emotional Brand Attachment has a positive and significant effect on Customer Citizenship Behavior. This finding indicates that students who feel emotionally attached to their university are more likely to engage in extra-role behaviors that support the institution’s image and service quality. The study contributes to the literature by providing empirical evidence on the role of emotional factors in shaping student behaviors within the context of Indonesian higher education, an area that remains underexplored. Practically, the findings highlight the importance for universities to strengthen emotional connections with students through meaningful experiences, supportive academic environments, and strong institutional identity. Future research may explore additional mediating or moderating variables to deepen understanding of the mechanisms linking EBA and CCB.]]>
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