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...

书目详细资料
Main Authors:	Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
格式:	文件
语言:	English
出版:	Frontiers Media S.A. 2022-03-01
丛编:	Frontiers in Psychology
主题:	social identity complexity tolerance corporate social responsibility brand authenticity brand love sport league experience
在线阅读:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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