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Maximilian H. E. E. Gerrath · Study

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Maximilian H. E. E. Gerrath

5 works· latest 2024· 1 institutionscluster: provisionalORCID 0000-0001-7422-2181

h-index5

i105

Citations231

Works here5

20

21

22

24

Most cited in this library

Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts2024 · 134 citations
Don't be rude! The effect of content moderation on consumer‐brand forgiveness2021 · 50 citations
How need for closure and deal proneness shape consumers’ freemium versus premium price choices2022 · 19 citations
Avoiding the brand for me, us, or them? Consumer reactions to negative brand events2022 · 14 citations
Corporate sponsorship for museums in times of crisis2020 · 14 citations

Works

5 shown

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

Journal of Business Research·2024·4 authors·Open access

134citations

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

Journal of Business Research·2022·4 authors·Open access

14citations

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

Journal of Business Research·2022·4 authors·Open access

19citations

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

Psychology and Marketing·2021·3 authors

50citations

Corporate sponsorship for museums in times of crisis

Annals of Tourism Research·2020·2 authors

14citations