Faculty

Jessica Braunstein

Assistant Professor
Sport Management Internship Coordinator

Education and Certification

• Ph.D.: University of Florida
• M.E.S.S.: University of Florida
• B.S.: University of Florida

Teaching Interests

• KNES 280 (Introduction to the Sports Industry)
• KNES 395 (Kinesiology Internship – Sport Management)
• KNES 452 (Sport Marketing)
• MKTG/KNES 745 (Strategic Sport Marketing)

Research and Professional Interest

• Dr. Braunstein’s research interests focus on consumer behavior in sport, specifically examining the use and effectiveness of athlete endorsers, brand personality, and the internal and external motivating factors regarding spectator consumption. Her research has been published in the Sport Management Review, International Journal of Sports Marketing & Sponsorship, Journal of Contemporary Athletics, and Sport Marketing Quarterly.
• Dr. Braunstein has made numerous presentations at national and international conferences including the North American Society for Sport Management, the Sport Marketing Association, the International Conference on Sport and Entertainment Business, and the American Alliance for Health, Physical Education, Recreation, and Dance.

Recent Publications

• Trail, G. T., Kim, Y. K., Kwon, H. H., Harrolle, M. G., Braunstein, J. R., & Dick, R. (in review). The effects of
• vicarious achievement on BIRGing and CORFing: Testing moderating and mediating effects of team identification. Journal of Sport Management.
• Braunstein, J. R., Newman, J. I., & Beissel, A. S. (in press). The NASCAR nexus: Rethinking the sponsorship match-up process in ‘America’s fastest growing sport.’ International Journal of Sports Marketing and Sponsorship.
• Braunstein, J. R., Zhang, J. J., Trail, G. T., & Gibson, H. J. (2005). Dimensions of market demand associated with pre-season training: Development of a scale for Major League Baseball Spring Training. Sport Management Review, 8, 271-296.
• Braunstein, J. R., & Zhang, J. J. (2005). Dimensions of athletic star power associated with Generation Y sport consumption. International Journal of Sports Marketing and Sponsorship, 6, 242-267.
• Zhang, J. J., Connaughton, D. P., Ellis, M., Braunstein, J. R., & Vaughn, C. (2004). Consumer expectations of market demand variables of an NFL expansion team. Journal of Contemporary Athletics, 1(1), 15-39.
• Zhang, J. J., Pennington-Gray, L., Connaughton, D. P., Braunstein, J. R., Ellis, M. H., Lam, E. T. C., & Williamson, P. (2003). Understanding women’s professional basketball game spectators: Sociodemographics, game consumption, and entertainment options. Sport Marketing Quarterly, 12, 228-243.
• Braunstein, J. R., Connaughton, D. P., & Zhang, J. J. (2003). A review of case law and legislation regarding spectator injuries in baseball. Florida JOPERD, 41(2), 11-14.

News/Interesting Tidbits

• Advisor – Sport Business Association
• Sport Management Internship Coordinator
• Faculty Committee on Study Abroad
• Coordinator/instructor for the Sport Management international initiative (Sport Business in the Global Marketplace, Sport and Human Performance in the Global Perspective)