Articles in this issue:

• Franchise Ownership as Individual-Level Sport Brands: Exploring a Digitally Intermediated Process Model

  Ted Hayduk III

  Brianna L. Newland

  and Alex Yeh

• Applying the Consumer Brand Engagement in Social Media Scale to Professional Sport: A Psychological Approach to Measuring Social Media Engagement

  Rebecca M. Achen and Ashley Stadler Blank

• Exploring Fans’ Experience of Toxicity in Women’s Sport Social Media Communities

  Megan C. Piché and Michael L. Naraine

• Contextualizing Fans’ Divergent Experiences of Sport Activism Through a Social Identity Threat Lens

  Keegan Dalal and Michael L. Naraine

• The Value of the Call: An Examination of MLB Broadcasters as Points of Fan Attachment

  Michael Mudrick and Melissa Davies

• Brand Mark Comprehension: The Influence of Athlete Logo Understanding on Consumer Evaluations of Athlete Brands

  Zack P. Pedersen

  Antonio S. Williams

  and Kevin K. Byon