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The Reputation Playbook: Exploring How Reputation Can Be Leveraged To Improve Recruiting Effectiveness In Ncaa Men’S Basketball, Marshall J. Magnusen, Charn P. Mcallister, Jun Woo Kim, Pamela L. Perrewé, Gerald R. Ferris

Journal of Applied Sport Management

Reputation is a critical factor in the recruiting process. Organizational reputation also is a complex variable. Different dimensions of reputation may play very different roles in attracting recruits. In this study, a multidimensional (i.e., performance, character/integrity, support) reputation model is used to predict male basketball recruits’ university choice. Data were collected on the ESPN Top 100 male high school athletes recruited to NCAA Division I basketball programs for each year from 2010–2014 (n = 500). Probit regression analyses using maximum likelihood estimation predicted to what extent each reputation-based dimension affected the likelihood of an athlete selecting a university.