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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Dettagli Bibliografici
Autori principali:	Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
Natura:	Articolo
Lingua:	English
Pubblicazione:	Frontiers Media S.A. 2022-03-01
Serie:	Frontiers in Psychology
Soggetti:	social identity complexity tolerance corporate social responsibility brand authenticity brand love sport league experience
Accesso online:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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