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This study aimed to analyze the impact of love/hate for the brand on evasion (decision to leave) and permanence (decision to stay) of private HEI students. As a method to achieve objectives, descriptive research is presented, with a quantitative approach, through data collection techniques of literature search, documentary research, and application of survey questionnaire, being a sample of 406 valid respondents. For data analysis, structural equation modeling (SEM) was used. From a marketing perspective, the results allowed us to that brand love/hate directly influence students' dropout/permanence decision in the private HEIs in which they study. [ABSTRACT FROM AUTHOR]