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sense of belonging and subjective vitality in the sport context ( Gunnell et al., 2014 ; Ryan et al., 2010 ), the mediating mechanisms of this relationship require further examination. In the sport management literature, researchers have shown the direct link between team identification and subjective

), most have studied only one type of articulation ( Grohs et al., 2004 ; Kim et al., 2015 ; Quester & Thompson, 2001 ); and, surprisingly, none of these studies have examined how sport fans with different levels of team identification process the various types of articulation messages. Addressing this

.g., collective efficacy or group cohesion; Fransen, Coffee, et al., 2014 ; Fransen et al., 2015 ). Furthermore, in many of these studies, team identification, based on the social identity theory, has helped athlete leaders to enhance team members’ positive behaviors ( Fransen, Coffee, et al., 2014 ). Despite all the

, being a sport fan can help form and develop relationships with others. This “second route” linking team identification to well-being is outlined in the team identification–social psychological health model (TI–SPHM; Wann, 2006 ). The TI–SPHM outlines that sport team identification leads to more

level of team identification, and the amount of energy that spectators gain is expected to determine their levels of happiness. Furthermore, this study proposed that the effect of team identification on spectators’ happiness would be moderated by game outcome (winning vs. losing). Specifically, we

’ identification with a specific team or team identification (team ID). In other words, those who have a stronger team ID (i.e., individuals perceive themselves as fans of the team and view the team as a representation of themselves; Branscombe & Wann, 1992 ) are more likely to experience the state of being in

Team identification—loosely defined as a psychological connection to a sport team ( Wann, 2006 )—has been covered extensively in sport management literature. For example, a wealth of research has been put into understanding both the outcomes of team identification (e.g.,  Branscombe & Wann, 1992

Scholars have increasingly studied consumers’ identification with a sport team alongside well-being. The primary aim of this research is to understand how team identification may impact consumers’ lives ( Doyle, Filo, Lock, Funk, & McDonald, 2016 ; Inoue, Berg, & Chelladurai, 2015 ). Through

the theories of compensatory consumption and identity threat, we hypothesized that different advertisements and individuals’ level of team identification would impact their evaluations of the advertiser. Team Identification and Identity Threat Social identity theory provides a useful theoretical

identification often translate into positive behavioral outcomes for sport entities themselves ( Lock & Heere, 2017 ). Despite the benefits of team identification for fans and the sport entities they identify with, there are also negative consequences of team identification. Negative consequences of team