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...

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Autors principals:	Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
Format:	Article
Idioma:	English
Publicat:	Frontiers Media S.A. 2022-03-01
Col·lecció:	Frontiers in Psychology
Matèries:	social identity complexity tolerance corporate social responsibility brand authenticity brand love sport league experience
Accés en línia:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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