Jessica Braunstein-Minkove, Ph.D.

Associate Professor

Jessica Braunstein-Minkove, Ph.D.

Contact Information

Burdick Hall, 121 C
Tue & Thur 9:30 - 11:00 a.m.
& by appointment


Ph.D., Health and Human Performance: Sport Management, Marketing concentration, University of Florida, 2006

MESS, Exercise and Sport Sciences: Sport Management, University of Florida, 2002

B.S., Recreation, Parks, and Tourism: Leisure Services Management, University of Florida, 2000

Areas of Expertise

Sport Marketing
Sport Consumer Behavior
Branding in Sport
Student Pre-Professional Development

Jessica R. Braunstein, PhD, is an Associate Professor and the Sport Management Internship Coordinator at Towson University. Her research interests focus on consumer behavior in sport, specifically examining brand personality, the use and effectiveness of athlete endorsers, and the internal and external motivating factors regarding spectator consumption as well as student development. As such, she has published in such journals as Sport, Business, and Management: An International Journal, Sport Management Review, Journal of SPORT, International Journal of Sports Marketing and Sponsorship, Journal of Contemporary Athletics, and Sport Marketing Quarterly.

Select Publications

  • Cianfrone, B.A., Braustein-Minkove, J.R., & Tavormina, A. L. (in review). Examining the marketing and ticketing impact of the sport daily deal.
  •  DeLuca, J.R., & Braunstein-Minkove, J.R. (2016). An evaluation of sport management student preparedness: Recommendations for adapting curriculum to meet industry needs. Sport Management Education Journal, 10(1), 1-12.
  • Lee, J.S., Kwak, D.H., Braunstein-Minkove, J.R. (2016). Coping with my favorite athlete's immoral behavior: Roles of fan identification and moral emotions on moral reasoning strategies. Journal of Sport Management, 30(2), 176-191.
  • Braunstein-Minkove, J.R., & DeLuca, J.R. (2015). Effectively adapting the sport management curricula: Harnessing internal and external resources to address industry-specific needs. Schole: A Journal of  Leisure Studies & Recreation Education, 30(2), 12-30.
  • Braunstein-Minkove, J.R., & Ross, S.D. (2013). Brand personalities across the big four: Positioning for differentiation. Journal of SPORT, 2, 111-129.
  • The effects of vicarious achievement and team identification on BIRGing and CORFing: Testing mediating and moderating effects.
    Publisher: Sport Management Review, 2012
  • Athlete endorser effectiveness: Model development and analysis.
    Publisher: Sport, Business, and Management: An International Journal, 2011


  • Metz, J.L., & Braunstein-Minkove, J.R. (November, 2017). A mother's perspective: The conflicted experiences of consuming professional sport as a family. To be presented (free communication) at 2017 North American Society for the Sociology of Sport Conference, Windsor, Ontario.
  • Braunstein-Minkove, J.R., & Schaffer, J. (June 2017). The (new) family market in sport: A modern reexamination of the sporting family construct to eliminate stereotypes and meet demand. Presented (poster) at the 2017 North American Society for Sport Management Annual Conference, Denver, CO.
  • Braunstein-Minkove, J.R., & DeLuca, J.R. (May 2016). Preparedness & Profession: Analysis of sport management alumni career trajectories. Presented (free communication) at 2016 North American Society for Sport Management Annual Conference, Orlando, FL.
  • DeLuca, J.R., & Braunstein-Minkove, J.R. (February 2016). Engaging sport management millennials: Evolving to meet demands while maintaining authenticity. Presented (free communication) at 2016 COSMA Conference, Tampa, FL.
  • Braunstein, J.R., Cianfrone, B.A., Tavormina, A.L., Rice, D. (October 2015). Exploring the usage of sport daily deals: A market analysis. Presented (free communication) at 2015 Sport Marketing Association Conference, Atlanta, GA.
  • Le, J.S., Kwak, D.H., & Braunstein-Minkove, J.R. (June 2015). Effects of fan identification on moral reasoning processes: Focusing on the Ray Rice case. Presented (free communication) at 2015 North American Society for Sport Management Annual Conference, Ottawa, Ontario.



  • Consumer behavior in sport, specifically branding and the Match-Up Hypothesis in terms of the use and/or effectiveness of, the product as a whole, athlete endorsers, and/or sponsorships. Dr. Minkove is interested in examining the development, and potential affect, of brand personality on the consumption habits of sport consumers (e.g., athletic star power, brand development, niche marketing, etc.)
  • Dr. Minkove's time in academia has developed into an interest in the student development process and how it can evolve to become, and remain, a platform for professional growth and success. As such, she has begun to explore both career and internship preparedness from both the student and industry professional's perspectives.


Dr. Minkove participates in service opportunities at the Discipline, University, College, and Department level


  • Sport Management Education Journal Editorial Board
  • Sport Marketing Quarterly Editorial Board
  • Sport Marketing Association Awards Committee
  • Professional Memberships:
    North American Society for Sport Management
    Sport Marketing Association; Awards Committee


  • Cross-Campus Internship Collaboration Committee
  • Intercollegiate Athletics Committee
    Compliance Subcommittee
    Gender Equity and Diversity Subcommittee
  • Appeals Committee, Athletics
  • Compliance Committee, Athletics
  • Faculty Committee on Study Abroad
    Program Review/Selection Subcommittee
    Study Abroad Course Taskforce
  • Faculty Fellow: Towson Athletics - Cheerleading
  • Towson University Leadership Institute: 2007 Faculty Leadership Class


  • College of Health Professions - Fieldwork Coordinators Council
  • College of Health Professions - Leadership Class of 2014-2015


  • Sport Management Internship Coordinator
  • Kinesiology PTRM Committee: Co-Chair, 2013-2014
    Merit Subcommittee
    Reappointment Subcommittee
  • Sport Management Curriculum Committee
  • Kinesiology Curriculum Committee

Courses Taught 

  • KNES 345 Seminar and Field Experience in Sport Management