Biography
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 48 refereed journal articles to his name, Dr. Sierra is an avid golfer, point spread enthusiast, thoroughbred racing aficionado, and ardent Nebraska football fan. He enjoys conversation about survey methods, common method bias, measurement error, key performance indicators, brand positioning, and brand valuation. 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 48 refereed journal articles to his name, Dr. Sierra is an avid golfer, point spread enthusiast, thoroughbred racing aficionado, and ardent Nebraska football fan. He enjoys conversation about survey methods, common method bias, measurement error, key performance indicators, brand positioning, and brand valuation. Prior to entering academia, he accumulated ten years of experience in the hospitality industry, ranging from entrepreneurial restaurant establishments to five diamond resorts.
Research Interests
Brand Tribalism
Dual-Process Theory
Futures Studies
Superstitious Beliefs
Dual-Process Theory
Futures Studies
Superstitious Beliefs
Teaching Interests
Marketing Management
Marketing Research
Sports Marketing
Marketing Research
Sports Marketing