Maximilian H. E. E. Gerrath

Dr. Maximilian H. E. E. Gerrath is an Associate Professor of Marketing at the Leeds University Business School, University of Leeds, where he conducts research in consumer psychology, branding, and digital marketing. He serves as Director of Internationalization for the Marketing Division and represents the faculty on key committees including the Working Group on AI Technology in Research (WAITR).

Education:

• PhD in Marketing, University of Leeds
• MSc in Business Studies, University of Amsterdam
• BSc in Business Administration & Economics, University of Passau, Germany

Research Interests: His work explores the psychological underpinnings of consumer behavior, including self-concept, emotions, and motives. He investigates branding dynamics such as crisis management and cause-related marketing, and digital marketing phenomena including influencer marketing, social media, online reviews, and the application of machine learning, NLP, and multimedia data. He also examines ethical aspects like schadenfreude and prosocial behavior in consumer contexts.

Professional Engagement: Max has appeared on radio and television discussing branding and consumer behavior. Prior to academia, he worked in brand management at The Walt Disney Company. He is a member of the Association for Consumer Research (ACR), Society for Consumer Psychology (SCP), American Marketing Association (AMA), and European Marketing Academy (EMAC).

Honors and Recognition:

• No specific awards listed in the provided text.

Teaching and Supervision: He leads the undergraduate module Marketing (LUBS2850), supervises undergraduate and postgraduate dissertations, and mentors PhD researchers, including Jasmine Mohsen. He is affiliated with the Global and Strategic Marketing Research Centre.

Labs and Teams: Active in the Global and Strategic Marketing Research Centre and contributes to institutional initiatives on AI in research and internationalization.