Dr Maximilian Gerrath

Dr Maximilian Gerrath

Profile

Dr. Maximilian H. E. E. Gerrath is an Associate Professor of Marketing at Leeds University Business School. His research focuses on branding, digital marketing, and consumer psychology. Dr. Gerrath's work has been featured in leading academic journals, including the International Journal of Research in Marketing, Journal of Business Research, Psychology & Marketing, and the Journal of Advertising Research.

Max has appeared on both radio and TV, where he shares his expertise on branding, digital marketing, and how consumers think and behave. Before entering academia, he worked in brand management for a television channel owned by The Walt Disney Company.

Connect with Max and explore his research: https://linktr.ee/Dr_Max

Responsibilities

  • Director of Internationalization (Marketing)
  • Faculty Representative - IT Customer Voice Committee
  • Faculty Representative - Working Group on AI Technology in Research (WAITR)

Research interests

Consumer Psychology: Self-Concept, Emotions, Motives, Prosocial Behavior, Altruism & Schadenfreude

Branding & Communications: Negative Brand Events (Service Failures, Crisis Management), Consumer-Brand Relationships, Cause-Related Marketing

Digital Marketing: Social Media, Influencer Marketing, Content Creators, Online Reviews, 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)
  • American Marketing Association (AMA)
  • European Marketing Academy (EMAC)

Student education

Marketing (UG level, module leader, code: LUBS2850)

Dissertation supervision (UG & PG level)

PhD student supervision

Research groups and institutes

  • Global and Strategic Marketing Research Centre

Current postgraduate researchers