Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts
Gerrath, Maximilian H.E.E., Olya, Hossein, Shah, Zahra, Li, Huaiyu
Published in Journal of business research (01.03.2024)
Published in Journal of business research (01.03.2024)
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Journal Article
How less congruent new products drive brand engagement: The role of curiosity
Gerrath, Maximilian H.E.E., Biraglia, Alessandro
Published in Journal of business research (01.04.2021)
Published in Journal of business research (01.04.2021)
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Journal Article
Corporate sponsorship for museums in times of crisis
Biraglia, Alessandro, Gerrath, Maximilian H.E.E.
Published in Annals of tourism research (01.05.2021)
Published in Annals of tourism research (01.05.2021)
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Journal Article
Service failures in times of crisis: An analysis of eWOM emotionality
Gerrath, Maximilian H.E.E., Mafael, Alexander, Ulqinaku, Aulona, Biraglia, Alessandro
Published in Journal of business research (01.01.2023)
Published in Journal of business research (01.01.2023)
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Journal Article
Don't be rude! The effect of content moderation on consumer‐brand forgiveness
Christodoulides, George, Gerrath, Maximilian H. E. E., Siamagka, Nikoletta T.
Published in Psychology & marketing (01.10.2021)
Published in Psychology & marketing (01.10.2021)
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Journal Article
How scarcity and thinking styles boost referral effectiveness
Ang, Dionysius, Gerrath, Maximilian H. E. E., Liu, Yeyi
Published in Psychology & marketing (01.11.2021)
Published in Psychology & marketing (01.11.2021)
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Journal Article