Dr Maximilian Gerrath

Profile

Dr Maximilian H. E. E. Gerrath is a Lecturer (equivalent to Assistant Professor) in 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 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

For an updated research profile of Dr Maximilian Gerrath, please follow him at: http://www.researchgate.net/profile/Maximilian_Gerrath
 

Research interests

Consumer Psychology: Self-Concept, Social Identity, Emotions, Motives, Ownership, Stereotyping

Branding & Communications: Brand Relationships, Negative Brand Attitudes, Cause-Related Marketing

Digital Marketing: eWOM, Online Reviews, Influencer Marketing, Textual Paralanguage

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

2020/21 LUBS2850 Marketing (UG level, shared module leadership)

2020/21 LUBS5449M Digital and Interactive Marketing (PG level)

2020/21 LUBS5495M, LUBS5500M, LUBS3345 etc. Dissertation supervision (UG & PG level)

Research groups and institutes

• Global and Strategic Marketing Research Centre