This research examines the effects on team loyalty of two minor league branding strategies, naming the team after its parent major league team or naming it after the local community in which it exists. We propose a mediation model in which four constructs (i.e., team identification, social bonding, community group experience, and pride in place) mediate effects of brand type on team loyalty, predicting that local branding will generate stronger team loyalty through these constructs. We also propose that place identity moderates the mediating effect of each of these four constructs. Structural equation modeling was used to test the mediation model, and moderated mediation tests using the bootstrapping method were used to test the moderating effects of place identity. Results revealed support for the model, indicating partial mediation of brand type effects on team loyalty for each of the four constructs, as well as a moderating effect of place identity.

中文翻译：

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在小联盟棒球中更好地理解父母与当地球队品牌

本研究考察了两种小联盟品牌战略对球队忠诚度的影响，以母队大联盟球队命名球队或以其所在的当地社区命名球队。我们提出了一个中介模型，其中四个结构（即团队认同、社会纽带、社区团体体验和自豪感）调节品牌类型对团队忠诚度的影响，预测本地品牌将通过这些结构产生更强的团队忠诚度。我们还提出，地方身份可以调节这四种结构中每一种的中介效应。采用结构方程模型对中介模型进行检验，采用自举法的调节中介检验检验场所同一性的调节作用。结果显示对该模型的支持，