Sport consumers’ pride in their teams is displayed in numerous ways. While marketers can capitalize on these pride feelings, the general business literature is devoid of extensive examinations of sport consumers’ pride feelings. The purposes of this study are to develop a conceptualization of sport consumers’ pride feelings toward both tangible and intangible sport consumption objects and examine the relationship between sport consumers’ feelings of pride and identification toward their favorite team as well as their fan community. Study 1 (n = 352) confirmed a typology of sport consumers’ pride feelings with four consumptive vehicles (home stadium, logo, glory of the past, fight songs) in the professional football and baseball contexts. The findings of Study 2 (n = 356) indicated the four pride constructs not only had a direct effect on team and fan community identification, but they also had an indirect effect on team and fan community identification through the respective prestige and distinctiveness dimensions of a sport team and its fan community.

中文翻译：

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自豪感在团队和粉丝社区识别过程中的作用：职业体育的实证检验

体育消费者对其团队的自豪感以多种方式表现出来。虽然营销人员可以利用这些自豪感，但一般的商业文献缺乏对体育消费者的自豪感的广泛研究。本研究的目的是发展体育消费者对有形和无形体育消费对象的自豪感的概念化，并检验体育消费者的自豪感与对他们最喜欢的球队和球迷社区的认同感之间的关系。研究 1 (n = 352) 证实了体育消费者在职业足球和棒球背景下的四种消费车辆（主场、标志、过去的荣耀、战斗歌曲）的自豪感类型学。