Jeremy J. Sierra Texas State University, USA

Jeremy J. Sierra (Ph.D., New Mexico State University) is Professor of Marketing at the McCoy College of Business at Texas State University. He has published his scholarly work in such outlets as European Journal of Marketing, International Journal of Consumer Studies, International Journal of Market Research, Journal of Advertising, Journal of Brand Management, Journal of Business Research, Journal of Macromarketing, Journal of Marketing Theory and Practice, Journal of Product & Brand Management, Journal of Services Marketing, and Psychology & Marketing. His research interests include brand tribalism, dual-process theory, futures studies, superstitious beliefs, and work design. Jeremy has taught marketing research to undergraduate and graduate students since 2005. He is an avid golfer and enjoys conversation about survey methods, measurement error, key performance indicators, brand positioning, and baseball. Prior to entering academia, he accumulated 10 years of experience in the hospitality industry, ranging from entrepreneurial restaurants to five-diamond resorts.