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...

書誌詳細
主要な著者:	Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
フォーマット:	論文
言語:	English
出版事項:	Frontiers Media S.A. 2022-03-01
シリーズ:	Frontiers in Psychology
主題:	social identity complexity tolerance corporate social responsibility brand authenticity brand love sport league experience
オンライン･アクセス:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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