Faculty Profile for Dr. Jeremy J Sierra

profile photo for Dr. Jeremy J Sierra
Dr. Jeremy J Sierra
Professor — Department of Marketing
MCOY 420
phone: (512) 245-3819

Biography Section

Biography and Education

Before joining the marketing faculty at Texas State, Dr. Sierra taught at Northern Arizona University, where he was the recipient of an Outstanding Professor Award in the W. A. Franke College of Business. He earned his M.B.A. and Ph.D. from New Mexico State University and his B.S. in Hotel & Restaurant Management from California State Polytechnic University, Pomona.

​With 1 book and 41 refereed journal articles to his name, Dr. Sierra is an avid golfer, ardent Nebraska football fan, and thoroughbred racing aficionado. Prior to entering academia, he accumulated ten years of experience in the hospitality industry, ranging from entrepreneurial restaurant establishments to high-end resort (i.e., Scottsdale Princess, Scottsdale Plaza Resort) and golf club environments (i.e., Frenchman’s Creek Country Club, Palm Beach Gardens, FL).

Teaching Interests

Marketing Management
Marketing Research
Sports Marketing

Research Interests

Brand Tribalism
Dual-Process Theory
Superstitious Beliefs

Selected Scholarly/Creative Work

  • Sierra, J. J., & Taute, H. A. (2019). Brand Tribalism in Technology and Sport: Determinants and Outcomes. Journal of Brand Management, 26(2), 209–225.
  • Anderson, S. T., Rayburn, S. W., & Sierra, J. J. (2019). Future Thinking the Role of Marketing in Healthcare. European Journal of Marketing, 53(8), 1521–1545. https://doi.org/https://doi.org/10.1108/EJM-10-2017-0779
  • Sierra, J. J., Hyman, M. R., & Turri, A. M. (2018). Determinants and Outcomes of Superstitious Beliefs: A Multi-Study Approach. Journal of Marketing Management, 34(15–16), 1397–1417.
  • Taute, H. A., & Sierra, J. (2014). Brand Tribalism: An Anthropological Perspective. Journal of Product & Brand Management, 23(1), 2–15.
  • Sierra, J., & McQuitty, S. (2007). Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory. Journal of Marketing Theory and Practice, 15(2), 99–112.

Selected Awards

  • Award / Honor Recipient: Nominee for the Presidential Award for Excellence in Scholarly/Creative Activities, McCoy College of Business. 2016
  • Award / Honor Recipient: Stephen R. “Steve” Gregg, Sr. Excellence Professorship, McCoy College of Business. 2015
  • Award / Honor Recipient: Gary V. Woods Research Award, McCoy College of Business. 2010 - 2011
  • Award / Honor Recipient: Highly Commended Paper, Asia Pacific Journal of Marketing and Logistics. 2016
  • Award / Honor Recipient: Outstanding Paper, Journal of Product & Brand Management. 2015

Selected Service Activities

M.S. in Marketing Research & Analysis Committee
September 2019-Present
Presidential Award Selection Committee for Scholarly and Creative Activities
January 2019-Present
Editorial Review Board Member
Journal of Product & Brand Management
March 2017-Present
Committee Chair
Research Committee
August 2016-Present
Editorial Review Board Member
Psychology & Marketing