Social Identity Complexity, Corporate Social Responsibility, and Brand Love of Multiple Leagues in Professional Sport
How can corporate social responsibility initiatives influence brand love? Based on the theory of social identity complexity, we examined whether greater complexity of a sport fan’s multiple identifications with sport leagues led to higher multicultural tolerance and more positive perceptions of leag...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full |