Abstract
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.