Dr Maximilian Gerrath

Dr Maximilian Gerrath


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

Dr Maximilian Gerrath is a Lecturer (i.e. Assistant Professor) in Marketing at Leeds University Business School. His research interests are branding, digital marketing and consumer psychology. 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

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, etc. Dissertation supervision (PG level)

Research groups and institutes

  • Global and Strategic Marketing Research Centre