Dr Maximilian Gerrath
- Position: Associate Professor of Marketing
- Areas of expertise: Consumer Psychology; Branding; Digital Marketing
- Email: M.Gerrath@leeds.ac.uk
- Phone: +44(0)113 343 1721
- Location: GM.06 Maurice Keyworth Building
- Website: Personal Website | | LinkedIn | Googlescholar | Researchgate | ORCID
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