Dr Maximilian Gerrath

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)
• 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)
• 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

• Jasmine Mohsen