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...

Bibliografski detalji
Glavni autori:	Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
Format:	Članak
Jezik:	English
Izdano:	Frontiers Media S.A. 2022-03-01
Serija:	Frontiers in Psychology
Teme:	social identity complexity tolerance corporate social responsibility brand authenticity brand love sport league experience
Online pristup:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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