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 49 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, and 49 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.
Teaching Interests
Research Interests
Featured scholarly/creative works
- 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 (Quality Indicators: Impact Factor = 3.7, ABDC = A*). https://doi.org/https://doi.org/10.1108/EJM-02-2025-0166
- Rayburn, S. W., Anderson, S. T., Zank, G. M., Turri, A. M., & Sierra, J. J. (2025). Future Thinking Climate Change: Consumers’ Sustainability Perspectives, Predictions, Preferences, and Paths Forward. Journal of Macromarketing, 45(4), 812-830 (Quality Indicators: Impact Factor = 2.3, ABDC = A). https://doi.org/https://doi.org/10.1177/02761467251335534
- 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 (Quality Indicators: ABDC = A*). https://doi.org/10.1108/EJM-10-2017-0779
- 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 (Quality Indicators: ABDC = A, 2015 Highly Commended Paper). 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 (Quality Indicators: ABDC = A, 2014 Outstanding Paper). https://doi.org/10.1108/JPBM-06-2013-0340
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
M.S. in Marketing Research & Analysis Committee
- Member
Presidential Award Selection Committee for Scholarly and Creative Activities
- Chair
Research Committee
- Editorial Review Board Member
Marketing Education Review
- Chair
Serve as Search Committee Chair for the hiring of two Assistant Professors of Marketing