Biography and expertise
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, 1 textbook, and 50 refereed journal articles to his name, Dr. Sierra is an avid golfer, thoroughbred racing aficionado, and ardent Nebraska football fan. He enjoys conversation about survey methods, measurement error, brand positioning, key performance indicators, and baseball. Prior to entering academia, he accumulated ten years of experience in the hospitality industry, ranging from entrepreneurial restaurant establishments to five diamond resorts.
With 1 book, 2 book chapters, 1 textbook, and 50 refereed journal articles to his name, Dr. Sierra is an avid golfer, thoroughbred racing aficionado, and ardent Nebraska football fan. He enjoys conversation about survey methods, measurement error, brand positioning, key performance indicators, and baseball. Prior to entering academia, he accumulated ten years of experience in the hospitality industry, ranging from entrepreneurial restaurant establishments to five diamond resorts.
Education
Doctorate Degree
PhD in Business Administration
New Mexico State Univ Main Campus, 2005
Master's Degree
MBA in Business Administration
New Mexico State Univ Main Campus, 2002
Bachelor's Degree
BS in Hotel and Restaurant Manangement
Cal State Polytechnic Univ Pomona, 1998
Teaching Interests
Research Interests
Featured scholarly/creative works
- Sierra, J. J., & Hyman, M. R. (2027). Marketing Research. Sage. Retrieved from https://collegepublishing.sagepub.com/products/marketing-research-1-288110
- Badrinarayanan, V. A., Becerra, E. P., & Sierra, J. J. (2026). Star Power on the Shelf: The Spillover Effects of Celebrity Brand – Retailer Relationships on Consumer Evaluations of Retailers. Journal of Product & Brand Management, 1–16. https://doi.org/10.1108/JPBM-10-2025-6420 (Quality Indicator: ABDC = A)
- Rayburn, S. W., García-Tello, L., Anderson, S. T., Fontana, A., & Sierra, J. J. (2026). To Do is to Be: Workplace Design to Support Employee Prosocial Motivation at the Organizational Frontline. European Journal of Marketing, 60(13), 175–201. https://doi.org/10.1108/EJM-02-2025-0166 (Quality Indicators: Impact Factor = 5.1, ABDC = A*)
- 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/10.1108/JPBM-08-2016-1289 (Quality Indicator: ABDC = A)
- Taute, H. A., & Sierra, J. J. (2014). Brand Tribalism: An Anthropological Perspective. Journal of Product & Brand Management, 23(1), 2–15. https://doi.org/10.1108/JPBM-06-2013-0340 (Quality Indicators: ABDC = A, 2014 Outstanding Paper)
Featured 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. 2014
- Award / Honor Recipient: Gary V. Woods Research Award, McCoy College of Business. 2011
Featured service activities
- Member
College Review Group
- Member
Presidential Award Selection Committee for Scholarly and Creative Activities
- Member
Core Course Coordinator – MKT 3370 (Marketing Research)
- Editorial Review Board Member
Marketing Education Review
- Member
M.S. in Marketing Research & Analysis Committee
- Editorial Review Board Member
Journal of Product & Brand Management