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Dr. Jeremy J. Sierra


  Department of Marketing
  Texas State University
  McCoy Hall 420
  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, ranging 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:

Brand Tribalism, Dual-Process Theory, and Superstitious Beliefs


Research and Publication Activities:

Dr. Sierra has published 40 journal articles in outlets including Asia Pacific Journal of Marketing and Logistics (2), Computers in Human Behavior, European Journal of Marketing, International Journal of Market Research, Journal of Advertising (2), Journal of Brand Management (3), Journal of Business & Industrial Marketing, Journal of Business Research, Journal of Current Issues & Research in Advertising, Journal of Marketing Education (2), Journal of Marketing Management, Journal of Marketing Theory and Practice (3), Journal of Product & Brand Management (3), Journal of Promotion Management (2), Journal of Retailing and Consumer Services (3), Journal of Services Marketing, and Psychology & Marketing (2). He also has research forthcoming in Journal of Promotion Management.   


Additionally, he has published 34 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 8,000 copies sold). Jeremy was the recipient of the 2010 – 2011 Gary V. Woods McCoy College of Business Research Award, a nominee for the 2012 and 2016 Presidential Award for Excellence in Scholarly/Creative Activities at Texas State, the recipient of the 2014 Outstanding Paper in Journal of Product & Brand Management for an article, “Brand Tribalism: An Anthropological Perspective” (with Harry A. Taute), and in 2015, was awarded the Stephen R. “Steve” Gregg, Sr. Excellence Professorship in the McCoy College of Business. Furthermore, in 2016, he was the recipient of a Highly Commended Paper in Asia Pacific Journal of Marketing and Logistics for an article, “Antecedents and Consequences of Extrinsic Superstitious Beliefs: A Cross-Cultural Investigation” (with Michael R. Hyman, Byung-Kwan Lee, and Taewon Suh).

Professional Service Activities:

An avid golfer, ardent Nebraska football fan, and thoroughbred racing aficionado, Jeremy serves on the editorial review board for Journal of Global Scholars of Marketing Science, Journal of Marketing Theory and Practice, Journal of Product & Brand Management, Journal of Promotion Management, Journal of Services Marketing, Marketing Education Review, and Psychology & Marketing. In 2014, he 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 Management, 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 and, in 2014 and 2016, he was recognized as a Favorite Professor by the Alfred H. Nolle Chapter of the Alpha Chi National College Honor Society at Texas State.