Faculty Profile for Dr. Jeremy J Sierra

profile photo for Dr. Jeremy J Sierra
Dr. Jeremy J Sierra
Professor — Department of Marketing
MCOY 421
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, 2 book chapters, and 46 refereed journal articles to his name, Dr. Sierra is an avid golfer, point spread enthusiast, 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 five diamond resorts.

Teaching Interests

Marketing Management
Marketing Research
Sports Marketing

Research Interests

Brand Tribalism
Dual-Process Theory
Futures Studies
Superstitious Beliefs

Selected Scholarly/Creative Work

  • Sierra, J. J., Hyman, M. R., & Turri, A. M. (2022). Positive Psychology’s Mindset Precursors of Attitude-toward-Advertising-in-General. Journal of Promotion Management, 28(7), 1019–1054. https://doi.org/https://doi.org/10.1080/10496491.2022.2054905
  • Taute, H. A., Sierra, J. J., Carter, L. L., & Maher, A. A. (2017). A Sequential Process of Brand Tribalism, Brand Pride, and Brand Attitude to Explain Purchase Intention: A Cross-Continent Replication Study. Journal of Product & Brand Management, 26(3), 239–250. https://doi.org/https://doi.org/10.1108/JPBM-08-2016-1289
  • Sierra, J. J., Hyman, M. R., Lee, B.-K., & Suh, T. (2015). Antecedents and Consequences of Extrinsic Superstitious Beliefs: A Cross-Cultural Investigation. Asia Pacific Journal of Marketing and Logistics, 27(4), 559–581. https://doi.org/https://doi.org/10.1108/APJML-01-2015-0015
  • Taute, H. A., & Sierra, J. J. (2014). Brand Tribalism: An Anthropological Perspective. Journal of Product & Brand Management, 23(1), 2–15. https://doi.org/https://doi.org/10.1108/JPBM-06-2013-0340
  • Sierra, J. 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. https://doi.org/https://doi.org/10.2753/MTP1069-6679150201

Selected Awards

  • Award / Honor Recipient: College Achievement Award for Excellence in Scholarly/Creative Activities, McCoy College of Business. 2022
  • Award / Honor Recipient: Article of the Year, Marketing Education Review. 2021
  • Award / Honor Recipient: Stephen R. “Steve” Gregg, Sr. Excellence Professorship, McCoy College of Business. 2015 - 2018
  • Award / Honor Recipient: Outstanding Paper, Journal of Product & Brand Management. 2015
  • Award / Honor Recipient: Gary V. Woods Research Award, McCoy College of Business. 2011

Selected Service Activities

College Review Group
December 2019-Present
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
Research Committee
August 2016-Present