This research aimed to investigate the possible relationships between the concepts of consumer loyalty (attitudinal and behavioral), satisfaction, and team identification in the context of sport spectatorship. Specifically, several models were tested to investigate (1) the direct influence of team identification, consumer behavioral loyalty, and consumer satisfaction on consumer attitudinal loyalty, and (2) the mediating or moderating role of team identification in the relationship between consumer satisfaction, behavioral loyalty, and attitudinal loyalty. Results from a sample of 395 spectators of French ice hockey first division clubs revealed that consumer transaction-specific satisfaction was found to be the stronger predictor for consumer attitudinal loyalty alongside team identification and the average number of home games attended per year. A second indirect route is possible because team identification was also found to play a mediating role between consumer transaction-specific satisfaction, home and away games attended per year, and some dimensions of consumer attitudinal loyalty. Finally, team identification was also found to moderate the impact of consumer satisfaction and the

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Due to the works of Wann and colleagues, spectators' identification with teams has taken on a central role in the study of sports spectators' thought and behavior. However, no research in this area has measured identification with sports teams in the French context. Two studies attempted to develop a valid and reliable French version of the Sport Spectator Identification Scale (SSIS) developed by Wann and Branscombe in 1993 to measure team identification. In Study 1, 200 physical education students completed a French translation of the SSIS and several questions concerning their involvement, investment, and evaluation of the team's future performance. Results showed that the French translation of the SSIS is a reliable and one-dimensional instrument: strong relationships were found between identification with professional French teams and these variables. In Study 2, 143 physical education students completed the SSIS with a National sport team as the target team. Results confirmed the psychometric properties of the scale and indicated that persons who strongly identify with the National soccer team reported more involvement with the team and were more optimistic about future performances than persons low in identification.

Prior work on the relationships between team identification and spectators' reactions to one's team victory has largely neglected the potential effects of mediating variables. In this research, we proposed that the process of Basking in Reflected Glory [BIRGing - the tendency to reduce the distance between oneself and one's team; Cialdini, R. B., Bordon, R. J., Thorne, A., Walker, M. R., Freeman, S., & Sloan, L. R. (1976). Basking in reflected glory: Three (football) field studies. Journal of Personality and Social Psychology, 34, 366-375] would lead spectators to almost take ownership of victories and share its benefits, thereby impacting their sense of national belonging in a positive manner. To this end, participants (N = 73) were asked to watch an edited video clip showing a victory of the French national rugby team playing against South Africa. As expected, results revealed that BIRGing mediated the relationship between team identification and one's sense of national belonging. In closing, a number of implications are discussed along with future research avenues pertaining to the sport spectatorship literature.