Dr Maximilian Gerrath

Dr Maximilian Gerrath


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


  • Director of Internationalization (Marketing)
  • IT Customer Voice Faculty Representative

Research interests

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

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

Digital Marketing: eWOM (Online Reviews, Social Media, Influencer Marketing), Multi-Media Data (ML, NLP, MV), Crypto & Blockchain


  • 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)

Research Methods  (PG level, code: LUBS5453M)

Dissertation supervision (UG & PG level)

PhD student supervision

Research groups and institutes

  • Global and Strategic Marketing Research Centre

Current postgraduate researchers