Maximilian Hartwig Emmerich Eile Gerrath

University of Leeds

United Kingdom

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Articles (10)

Year:

2025

Year:

2024

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2023

Year:

2023

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2022

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2021

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2021

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2021

Year:

2021

Year:

2021

Collaborators (5)

Alexander Mafael

Assistant Professor

Stockholm School of Economics

SWEDEN

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Alessandro Biraglia

University of Leeds

UNITED KINGDOM

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Nikoletta Theofania Siamagka

Aristotle University of Thessaloniki

GREECE

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Dionysius Ang

Lecturer/Assistant Professor

University of Leeds

UNITED KINGDOM

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Aulona Ulqinaku

Associate Professor of Marketing

Leeds University Business School

UNITED KINGDOM

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Maximilian Hartwig Emmerich Eile Gerrath

Research Interests

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Contact this professor

Articles (10)

How the Timing of LGBT+ Brand Activism Affects Consumer Responses: Better Early Than Late?

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

Service failures in times of crisis: An analysis of eWOM emotionality

Avoiding the brand for me, us, or them? Consumer reactions to negative brand events

How need for closure and deal proneness shape consumers’ freemium versus premium price choices

Corporate sponsorship for museums in times of crisis

How scarcity and thinking styles boost referral effectiveness

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

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

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

Collaborators (5)

Alexander Mafael

Alessandro Biraglia

Nikoletta Theofania Siamagka

Dionysius Ang

Aulona Ulqinaku

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