Dr Maximilian Gerrath
- Position: Associate Professor of Marketing
- Areas of expertise: Consumer Psychology; Branding; Digital Marketing
- Email: M.Gerrath@leeds.ac.uk
- Phone: +44(0)113 343 1721
- Location: 1M.02 18 Lyddon Terrace
- Website: Personal Website | Twitter | LinkedIn | Googlescholar | Researchgate | ORCID
Profile
Dr Maximilian H. E. E. Gerrath is an Associate Professor of Marketing at Leeds University Business School. His research interests are branding, digital marketing and consumer psychology. His work has been published in academic journals such as the International Journal of Research in Marketing, Psychology & Marketing and the Journal of Business Research. Prior to this position, Max worked in Brand Management for a TV channel owned by the Walt Disney Company.
Social Media
To learn more about his research, follow Max on social media: https://linktr.ee/Dr_Max
Responsibilities
- Director of Internationalization (Marketing)
- IT Customer Voice Faculty Representative
Research interests
Consumer Psychology: Self-Concept, Emotions, Motives, Prosocial Behavior, Altruism & Schadenfreude
Branding & Communications: Negative Brand Events, Crisis Management, Consumer-Brand Relationships, Cause-Related Marketing
Digital Marketing: eWOM (Online Reviews, Social Media, Influencer Marketing), Multi-Media Data (ML, NLP, MV), Crypto & Blockchain
Qualifications
- PhD Marketing, Leeds University Business School (University of Leeds), UK
- MSc Business Studies, Amsterdam Business School (University of Amsterdam), The Netherlands
- BSc Business Administration & Economics, University of Passau, Germany
Professional memberships
- Association for Consumer Research (ACR)
- Society for Consumer Psychology (SCP)
- European Marketing Academy (EMAC)
Student education
Marketing (UG level, module leader, code: LUBS2850)
Research Methods (PG level, code: LUBS5453M)
Dissertation supervision (UG & PG level)
PhD student supervision
Research groups and institutes
- Global and Strategic Marketing Research Centre