Concepedia

Maximilian H. E. E. Gerrath

MH

10

Publications

366

Citations

10

H-Index

2017

Active since

Affiliations

University of Leeds(Current)

Aristotle University of Thessaloniki

American University of Sharjah

Maximilian H. E. E. Gerrath is an author at University of Leeds specializing in marketing, management, and consumer research.

Top concepts

MarketingManagementConsumer ResearchCommunicationBusinessPersuasionSocial InfluenceConsumer BehaviorConsumer EngagementArts

Publications per year

2017–2024

10

Publications

10

Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts

Maximilian H. E. E. Gerrath, Hossein Olya, Zahra Shah et al. · Journal of Business Research · 2024 · 87 citations · Full text

Green Marketing, Digital Marketing, Consumer Research +27

The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews

Maximilian H. E. E. Gerrath, Bryan Usrey · International Journal of Research in Marketing · 2020 · 77 citations

Influencer Studies, Majority Influence, Commonness Perceptions +14

How less congruent new products drive brand engagement: The role of curiosity

Maximilian H. E. E. Gerrath, Alessandro Biraglia · Journal of Business Research · 2021 · 52 citations

Marketing, Product Experience, Management +8

Don't be rude! The effect of content moderation on consumer‐brand forgiveness

George Christodoulides, Maximilian H. E. E. Gerrath, Nikoletta‐Theofania Siamagka · Psychology and Marketing · 2021 · 47 citations

Consumer Uncertainty, Digital Marketing, Content Moderation Policy +28

Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity

Alessandro Biraglia, Maximilian H. E. E. Gerrath, Bryan Usrey · Journal of Travel Research · 2017 · 30 citations · Full text

Customer Satisfaction, Mediating Role, Company Csr Motivations +17

Rows per page

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