Social Identity Complexity, Corporate Social Responsibility, and Brand Love of Multiple Leagues in Professional Sport

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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Bibliografiska uppgifter
Huvudupphovsmän: Chanwook Do, Natasha T. Brison, Juho Park, Hyun-Woo Lee
Materialtyp: Artikel
Språk:English
Publicerad: Frontiers Media S.A. 2022-03-01
Serie:Frontiers in Psychology
Ämnen:
social identity complexity
tolerance
corporate social responsibility
brand authenticity
brand love
sport league experience
Länkar:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.861656/full

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