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Dr. Jeremy J. Sierra

Dr. Jeremy Sierra

Associate Professor
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
Email: js204@txstate.edu

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).


Research Interests:

Advertising Effects, Brand Tribalism, Dual-Process Theory, and Superstitious Beliefs


Research and Publication Activities:

Dr. Sierra has published 32 journal articles in outlets including Asia Pacific Journal of Marketing and Logistics, Computers in Human Behavior, International Journal of Market Research, International Journal of Sport Management and Marketing, Journal of Academic Ethics, Journal of Advertising (2), Journal of Brand Management (2), Journal of Business and Management, Journal of Business Research, Journal of Current Issues & Research in Advertising, Journal of Food Products Marketing, Journal of Foodservice Business Research, 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, Psychology & Marketing (2), Sport Marketing Quarterly, and Young Consumers.


Additionally, he has published 27 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 7,000 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 Research Award, a nominee for the 2012 Presidential Award for Excellence in Scholarly/Creative Activities at Texas State, and the recipient of the 2014 Outstanding Paper in the Journal of Product & Brand Management for an article entitled, “Brand Tribalism: An Anthropological Perspective” (with Harry A. Taute).


Professional Service Activities:

An avid golfer and ardent Nebraska football fan, Dr. Sierra 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. He 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 Psychology & Marketing. In 2014, Jeremy was named an Outstanding Reviewer for the Journal of Services Marketing Emerald Literati Network Awards for Excellence and received a College Achievement Award for the Presidential Award for Excellence in Service at Texas State.



Dr. Sierra teaches Marketing Research, Retailing, and Sports Marketing. He was a recipient of the 2008 – 2009 Emmett & Miriam McCoy College of Business Advisory Board Teaching Excellence Award, and a nominee for the 2009 Presidential Award for Excellence in Teaching at Texas State. In 2014, Jeremy was a McCoy College of Business Gregg Master Teacher Symposium Invited Speaker.