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This study used the elaboration likelihood model as a theoretical basis to explore the effects of various persuasion strategies on consumer perception and attitude regarding the corporate image of sports organizations that engage in corporate social responsibility (CSR) activities. The moderating effects of involvement, sports team identification, and sports fan curiosity were also examined. The multiple-study approach was employed to increase the external validity of the research. Two studiesdoi:10.1371/journal.pone.0243579 pmid:33284839 fatcat:o3si6xs2jvgvnnlckt5jakn6va