Donghyun Kim, Kyriaki Kaplanidou

This study examines the impact of response types (apology vs. denial) and message formats (narrative vs. analytical) on fans’ perceptions of a sport team’s reputation, credibility, and integrity in the context of a crisis. Using an experimental design with random assignment, the study collected data from undergraduate and graduate students at a Southeastern university, focusing on a varsity men’s basketball team embroiled in a fictitious off-field scandal. Results revealed that narrative formats consistently outperformed analytical ones across all variables, while apology responses had a significant positive impact on perceived integrity but not on reputation or credibility. These findings highlight the persuasive power of storytelling in mitigating reputational harm and suggest that narrative-driven apologies are an effective crisis management strategy. The study underscores the importance of message format and response type alignment in restoring stakeholder trust and offers practical guidance for sport teams facing crises.

Keywords: athlete scandal, reputation, credibility, integrity, narrative persuasion, apology

Citation: Kim, D., & Kaplanidou, K. (2025). The role of apology and narrative in crisis communication: Insights for scandalized sport teams. International Journal of Sport Management, 26(3), 267-297.

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