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

Maria Antonieta Collazos-Ortiz; Ernesto Barrera-Duque; Jose Andres Areiza-Padilla; Karla Barajas-Portas; Ivan Veas-González

doi:10.1080/2331186X.2025.2552357

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

Título traducido de la contribución: Credibilidad de marca religiosa: El impacto del branding católico en la elección de escuelas de negocios en Colombia

Maria Antonieta Collazos-Ortiz, Ernesto Barrera-Duque, Jose Andres Areiza-Padilla, Karla Barajas-Portas, Ivan Veas-González

Departamento de Administración

Producción: Contribución a una revista › Artículo › revisión exhaustiva

Resumen

Este estudio examina el impacto de la credibilidad de la marca religiosa en la decisión de los estudiantes de matricularse en escuelas de negocios católicas en Colombia. Abordando una brecha en la literatura sobre la marca religiosa en la educación superior, el estudio explora cómo la afiliación religiosa influye en las percepciones de satisfacción, calidad, confianza y boca a boca (WOM). La investigación utilizó el Modelo de Ecuaciones Estructurales de Mínimos Cuadrados Parciales (PLS-SEM) con datos recopilados de 1109 estudiantes de pregrado y posgrado matriculados en 26 instituciones con afiliación católica. Los hallazgos revelan que la marca religiosa mejora significativamente la confianza, la satisfacción y la calidad académica percibidas por los estudiantes, posicionando a las escuelas católicas como alternativas diferenciadas en un mercado educativo competitivo. Estos conocimientos ofrecen estrategias prácticas para que las instituciones religiosas fortalezcan su marca, aumenten la retención estudiantil y compitan eficazmente en el panorama global de la educación superior.

Título traducido de la contribución	Credibilidad de marca religiosa: El impacto del branding católico en la elección de escuelas de negocios en Colombia
Idioma original	Inglés
Número de artículo	2552357
Páginas (desde-hasta)	1-19
Número de páginas	19
Publicación	Cogent Education
Volumen	12
N.º	1
DOI	https://doi.org/10.1080/2331186X.2025.2552357 https://doi.org/10.1080/2331186X.2025.2552357
Estado	Publicada - 30 ago. 2025

Palabras clave

Marca de fe
educación superior
calidad
marca religiosa
satisfacción
confianza
boca a boca

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title = "Religious brand credibility: the impact of catholic branding on the choice of business schools in Colombia",

abstract = "This study examines the impact of religious brand credibility on students{\textquoteright} 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{\textquoteright} 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.",

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AU - Veas-González, Ivan

PY - 2025/8/30

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AB - 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.

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

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