Building team brand equity through perceived CSR: the mediating role of dual identification

While involvement in CSR activities is common practice in today’s sporting world, there is a need to go beyond the activities themselves to explore how fans’ perceptions of CSR can affect customer-based brand equity and what role online community and team identification can play in this relationship, which this study aims to explore. Data collected through an online survey of South Korean Samsung Lions baseball club fans (N = 331), analysed...