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...

Cur síos iomlán

Sonraí bibleagrafaíochta
Príomhchruthaitheoirí:	Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
Formáid:	Alt
Teanga:	English
Foilsithe / Cruthaithe:	Frontiers Media S.A. 2022-03-01
Sraith:	Frontiers in Psychology
Ábhair:	social identity complexity tolerance corporate social responsibility brand authenticity brand love sport league experience
Rochtain ar líne:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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