Religious brand credibility: the impact of catholic branding on the choice of business schools in Colombia

This study examines the impact of religious brand credibility on students’ decisions to enroll in Catholic business schools in Colombia. Addressing a gap in the literature on faith branding in higher education, it explores how religious affiliation shapes perceptions of satisfaction, quality, trust and word-of-mouth (WOM). The research used Partial Least Squares Structural Equation Modeling (PLS-SEM) on data collected from 1109 undergraduate and graduate students enrolled in 26 Catholic-affiliated institutions. Findings reveal that religious branding significantly enhances students’ perceived trust, satisfaction and academic quality, positioning Catholic schools as distinct alternatives in a competitive education market. These insights offer actionable strategies for religious institutions to strengthen their brand, increase student retention and compete effectively in the global higher education landscape.