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...

Бүрэн тодорхойлолт

Номзүйн дэлгэрэнгүй
Үндсэн зохиолчид:	Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
Формат:	Өгүүллэг
Хэл сонгох:	English
Хэвлэсэн:	Frontiers Media S.A. 2022-03-01
Цуврал:	Frontiers in Psychology
Нөхцлүүд:	social identity complexity tolerance corporate social responsibility brand authenticity brand love sport league experience
Онлайн хандалт:	https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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