Maximilian H. E. E. Gerrath

University of Leeds — United Kingdom

Social Sciences · Social Sciences

10h-index376citations24works30.02yr avg
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Research Topics

Digital Marketing and Social Media(11), Consumer Behavior in Brand Consumption and Identification(7), Technology Adoption and User Behaviour(2), Personality Traits and Psychology(2), Consumer Market Behavior and Pricing(2)

Publications24 total

How the Timing of LGBT+ Brand Activism Affects Consumer Responses: Better Early Than Late?
Journal of Advertising Research·2025· 2 cited
Meet five virtual influencers inspiring climate action
2024· 1 cited
Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts
Journal of Business Research·2024· 87 citedOpen Access
BRAND STATUS AS A DETERMINANT OF FORGIVENESS: THE ROLE OF POWER DISTANCE BELIEFS
Global Fashion Management Conference·2023
Avoiding the brand for me, us, or them? Consumer reactions to negative brand events
Journal of Business Research·2022· 10 citedOpen Access
Service failures in times of crisis: An analysis of eWOM emotionality
Journal of Business Research·2022· 21 citedOpen Access
How need for closure and deal proneness shape consumers’ freemium versus premium price choices
Journal of Business Research·2022· 13 cited
How scarcity and thinking styles boost referral effectiveness
Psychology and Marketing·2021· 15 cited
Don't be rude! The effect of content moderation on consumer‐brand forgiveness
Psychology and Marketing·2021· 47 cited
How less congruent new products drive brand engagement: The role of curiosity
Journal of Business Research·2021· 52 cited
Consumer Brand Forgiveness Scale
PsycTESTS Dataset·2021· 1 cited
The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews
International Journal of Research in Marketing·2020· 77 cited
Corporate sponsorship for museums in times of crisis
Annals of Tourism Research·2020· 14 cited
How Incongruent Products Drive Brand Engagement: the Role of Curiosity
ACR North American Advances·2020
INCENTIVIZED PRODUCT REVIEWS: HOW A BLOGGERS MOTIVES TO ACCEPT BRAND INCENTIVIZATION CAN IMPACT BLOG LOYALTY
Global Fashion Management Conference·2018
HOW WRONG CHOICES ELICIT JOYFUL REACTIONS TO RIVAL BRANDS’ FAILURES: THE ROLE OF SELF-THREAT
Global Fashion Management Conference·2018
Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity
Journal of Travel Research·2017· 30 citedOpen Access
"This Review is Sponsored by”: When the Disclosure of Incentivized Reviews Affects Blog Loyalty
UEA Digital Repository (University of East Anglia)·2017
20-L: Sell Out Without Losing Out: Overcoming the Harmful Impact of Incentivized Reviews
ACR North American Advances·2017
Brand Rivalry: The Role of Choice Popularity and Self-Threat in Consumer Side-Taking
White Rose eTheses Online (University of Leeds, The University of Sheffield, University of York)·2016
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Frequent Co-authors

Alessandro Biraglia(9), Bryan Usrey(8), George Christodoulides(4), Nikoletta‐Theofania Siamagka(4), Aulona Ulqinaku(2), J. Joško Brakus(2), Hossein Olya(1), Zahra Shah(1), Huaiyu Li(1), Alexander Mafael(1), Dionysius Ang(1), Yeyi Liu(1), Karen T. Bowen(1), Giuseppe Musarra(1), Mark A.A.M. Leenders(1), Kshitij Bhoumik(1), Giampaolo Viglia(1)