Department of Marketing
McCoy College of Business Administration
Texas State University
McCoy Hall 421
601 University Drive
San Marcos, Texas 78666
Phone: (512) 245-3819
Fax: (512) 245-7475
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.
Prior to entering academia, Jeremy accumulated ten years of experience in the hospitality industry, where he acquired his knack for cost controls, customer relationship management, and in-store design. His industry experience ranges 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).
Advertising Effects, Brand Tribalism, and Dual-Process Theory
Research and Publication Activities:
Dr. Sierra has published 24 journal articles in outlets including International Journal of Market Research, Journal of Academic Ethics, Journal of Advertising (2), Journal of Brand Management (2), Journal of Business and Management, Journal of Current Issues & Research in Advertising, Journal of Intercollegiate Sport, Journal of Marketing Education (2), Journal of Marketing Theory and Practice (3), Journal of Product & Brand Management, Journal of Promotion Management (2), Journal of Research for Consumers, Journal of Retailing and Consumer Services (3), Journal of Services Marketing, Sport Marketing Quarterly, and Young Consumers. Also, he has research forthcoming in the International Journal of Sport Management and Marketing and Journal of Food Products Marketing. Additionally, he has published 24 conference proceedings, including two Best Papers at Society for Marketing Advances (Sports, Entertainment & Event Marketing Track 2005; Advertising & Marketing Communications Track 2009). Dr. Sierra also has published, with Michael R. Hyman, Marketing Research Kit for Dummies (over 6,000 copies sold), and has received a research grant from the Research Enhancement Program at Texas State. Jeremy was the recipient of the 2010 – 2011 Gary V. Woods McCoy College of Business Administration Research Award, and a nominee for the 2012 Presidential Award for Excellence in Scholarly/Creative Activities at Texas State.
Professional Service Activities:
An avid golfer and ardent Nebraska football fan, Dr. Sierra is a member of the Academy of Marketing Science, American Academy of Advertising, and Society for Marketing Advances. He served from 2008-2011 as co-advisor (with Dr. Gail Zank) of the Texas State Collegiate Chapter of the American Marketing Association, and while at Northern Arizona University, Jeremy established and served as advisor of the Multi-Cultural Business Society. Also, Dr. Sierra serves on the editorial review board for the Journal of Marketing Theory and Practice, Journal of Promotion Management, Journal of Services Marketing, Marketing Education Review, Marketing Management Journal, and B>Quest. In 2014, Jeremy was named an Outstanding Reviewer for Journal of Services Marketing Emerald Literati Network Awards for Excellence.
Dr. Sierra teaches Marketing Management, Marketing Research, Retailing, Services Marketing, and Sports Marketing. He was a recipient of the 2008 – 2009 Emmett & Miriam McCoy College of Business Administration Advisory Board Teaching Excellence Award, and a nominee for the 2009 Presidential Award for Excellence in Teaching at Texas State. Also, Jeremy was the Faculty Member of the Month for March 2012 as awarded by the Texas State Collegiate Chapter of the American Marketing Association.