From Athletics Scandals to Student Relationships: The Roles of Response Credibility and University Reputation

Abstract

This study examines how college students evaluate university responses to college athletics scandals by integrating Situational Crisis Communication Theory and relationship management theory. Using survey data collected from 491 U.S. college students and structural equation modeling, the study investigates the relationships among scandal perception, perceived credibility of a university’s scandal response, university reputation, and relational satisfaction. The findings indicate that students’ perceptions of athletics scandals positively influence the perceived credibility of the university’s response. In turn, response credibility significantly enhances university reputation, which subsequently strengthens students’ relational satisfaction. The results highlight the critical role of credible crisis communication in protecting institutional reputation and fostering positive stakeholder relationships during athletics-related crises. By extending crisis communication research to the higher education athletics context, this study offers both theoretical contributions and practical implications for university administrators seeking to develop effective communication strategies during organizational crises.