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Maximilian Gerrath
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Year
The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews
MHEE Gerrath, B Usrey
International Journal of Research in Marketing 38 (3), 531-548, 2021
552021
Don't be rude! The effect of content moderation on consumer‐brand forgiveness
G Christodoulides, MHEE Gerrath, NT Siamagka
Psychology & Marketing 38 (10), 1686-1699, 2021
322021
Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived Authenticity
A Biraglia, MHEE Gerrath, B Usrey
Journal of Travel Research 57 (6), 811-823, 2018
322018
How less congruent new products drive brand engagement: The role of curiosity
MHEE Gerrath, A Biraglia
Journal of Business Research 127, 13-24, 2021
312021
Corporate sponsorship for museums in times of crisis
A Biraglia, MHEE Gerrath
Annals of tourism research, 2021
152021
How scarcity and thinking styles boost referral effectiveness
D Ang, MHEE Gerrath, Y Liu
Psychology & Marketing 38 (11), 1928-1941, 2021
112021
International brand strategy and mode of entry in the services sector: lessons from the financial crisis
MHEE Gerrath, MAAM Leenders
Journal of Strategic Marketing 21 (1), 48-67, 2013
102013
Service failures in times of crisis: An analysis of eWOM emotionality
MHEE Gerrath, A Mafael, A Ulqinaku, A Biraglia
Journal of Business Research 154, 113349, 2023
72023
How need for closure and deal proneness shape consumers’ freemium versus premium price choices
A Biraglia, KT Bowen, MHEE Gerrath, G Musarra
Journal of Business Research 143, 157-170, 2022
62022
“The Review Is Sponsored By”: the Effect of Sponsorship Disclosure on Blog Loyalty
M Gerrath, B Usrey
Association for Consumer Research 44, 2016
42016
Avoiding the brand for me, us, or them? Consumer reactions to negative brand events
MHEE Gerrath, JJ Brakus, NT Siamagka, G Christodoulides
Journal of Business Research 156, 113533, 2023
22023
Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts
MHEE Gerrath, H Olya, Z Shah, H Li
Journal of Business Research 175, 114520, 2024
2024
BRAND STATUS AS A DETERMINANT OF FORGIVENESS: THE ROLE OF POWER DISTANCE BELIEFS
NT Siamagka, MHEE Gerrath, G Christodoulides
Global Marketing Conference, 373-373, 2023
2023
How Incongruent Products Drive Brand Engagement: the Role of Curiosity
M HEE Gerrath, A Biraglia
ACR North American Advances, 2020
2020
HOW WRONG CHOICES ELICIT JOYFUL REACTIONS TO RIVAL BRANDS’FAILURES: THE ROLE OF SELF-THREAT
MHEE Gerrath, JJ Brakus
Global Marketing Conference, 1446-1446, 2018
2018
Incentivized Product Reviews: How a Bloggers Motives to Accept Brand Incentivization can Impact Blog Loyalty
B Usrey, MHEE Gerrath
Global Marketing Conference, 615-615, 2018
2018
HOW CHOICES THAT ARE DISCONFIRMED BY COMPARATIVE PRODUCT REVIEWS ELICIT FEELINGS OF SCHADENFREUDE: THE CASE OF BRAND RIVALRY
M Gerrath, J Brakus
TBC, 2017
2017
20-L: Sell Out Without Losing Out: Overcoming the Harmful Impact of Incentivized Reviews
M Gerrath, B Usrey
ACR North American Advances, 2017
2017
" This Review is Sponsored by”: When the Disclosure of Incentivized Reviews Affects Blog Loyalty
MHEE Gerrath, B Usrey
European Marketing Academy Conference, 2017
2017
Brand Rivalry: The Role of Choice Popularity and Self-Threat in Consumer Side-Taking
MHEE Gerrath
University of Leeds, 2016
2016
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