Maximilian Gerrath
University of Leeds
H-index: 7
Europe-United Kingdom
Top articles of Maximilian Gerrath
Title | Journal | Author(s) | Publication Date |
|---|---|---|---|
Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts | Journal of Business Research | Maximilian HEE Gerrath Hossein Olya Zahra Shah Huaiyu Li | 2024/3/1 |
Service failures in times of crisis: An analysis of eWOM emotionality | Journal of Business Research | Maximilian HEE Gerrath Alexander Mafael Aulona Ulqinaku Alessandro Biraglia | 2023/1/1 |
BRAND STATUS AS A DETERMINANT OF FORGIVENESS: THE ROLE OF POWER DISTANCE BELIEFS | Global Marketing Conference | Nikoletta Theofania Siamagka Maximilian HEE Gerrath George Christodoulides | 2023/7 |
Avoiding the brand for me, us, or them? Consumer reactions to negative brand events | Journal of Business Research | Maximilian HEE Gerrath J Joško Brakus Nikoletta Theofania Siamagka George Christodoulides | 2023/2/1 |
How need for closure and deal proneness shape consumers’ freemium versus premium price choices | Journal of Business Research | Alessandro Biraglia Karen T Bowen Maximilian HEE Gerrath Giuseppe Musarra | 2022/4/1 |
Corporate sponsorship for museums in times of crisis | Annals of tourism research | Alessandro Biraglia Maximilian HEE Gerrath | 2021/5/1 |
How less congruent new products drive brand engagement: The role of curiosity | Journal of Business Research | Maximilian HEE Gerrath Alessandro Biraglia | 2021/4/1 |
How scarcity and thinking styles boost referral effectiveness | Psychology & Marketing | Dionysius Ang Maximilian HEE Gerrath Yeyi Liu | 2021/11 |
Don't be rude! The effect of content moderation on consumer‐brand forgiveness | Psychology & Marketing | George Christodoulides Maximilian HEE Gerrath Nikoletta T Siamagka | 2021/10 |
The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews | International Journal of Research in Marketing | Maximilian HEE Gerrath Bryan Usrey | 2021/9/1 |
Co-Authors
