Dr Maximilian Gerrath
- Position: Lecturer in 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: LinkedIn | Googlescholar | Researchgate | ORCID
Profile
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