Jeremy J. Sierra

Professor of Marketing, Department of Marketing Faculty profile

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July–September 2026

Illustration of a shopper in a bright beauty store looking at a celebrity-fronted perfume display with a glamorous portrait, flowers, and gold-trimmed shelves.

Marketing3 min read

Celebrity Brands Lift Stores When the Star, Product, and Shelf Fit

Celebrity brands make a store more attractive when the celebrity fits the product category, fits the store, and fits the store's other brands. That attraction feeds store equity and loyalty, and the effects differ for shoppers who idolize celebrities.

Vishag Badrinarayanan, Enrique P. Becerra, Jeremy J. Sierra

January–March 2026

Illustration of a hotel lobby where a staff member kneels to strap a guest's suitcase with a broken wheel onto a luggage cart, while a coworker steadies the cart and the guest and a manager look on, smiling.

Leadership3 min read

Want Employees Who Care About Helping? Design the Job So They Practice It

In a factory, a hotel chain, and a construction services firm, employees who helped coworkers and felt connected to them reported a stronger drive to help others. An ethical climate and room to act set that in motion.

Steven W. Rayburn, Sidney T. Anderson, Jeremy J. Sierra

April–June 2025

Illustration of a shopper with a tote bag standing at a fork in a path, facing three scenes of a possible future city: car-dominated, green and transit-based, and community-focused.

Marketing3 min read

Consumers Say Climate Change Needs Government, Business, and Individuals Acting Together

Consumers asked to picture the climate future say personal action alone will not change its course. They want a shared responsibility model in which government, companies, and consumers each carry part of the load.

Steven W. Rayburn, Sidney T. Anderson, Gail Zank, Anna M. Turri, Jeremy J. Sierra