| 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 | 86 | 2021 |
| How less congruent new products drive brand engagement: The role of curiosity MHEE Gerrath, A Biraglia Journal of Business Research 127, 13-24, 2021 | 57 | 2021 |
| 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 | 55 | 2021 |
| 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 | 43 | 2018 |
| 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 | 33 | 2024 |
| 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 | 22 | 2023 |
| Corporate sponsorship for museums in times of crisis A Biraglia, MHEE Gerrath Annals of tourism research, 2021 | 19 | 2021 |
| How scarcity and thinking styles boost referral effectiveness D Ang, MHEE Gerrath, Y Liu Psychology & Marketing 38 (11), 1928-1941, 2021 | 18 | 2021 |
| 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 | 14 | 2022 |
| 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 | 12 | 2013 |
| 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 | 6 | 2023 |
| “The Review Is Sponsored By”: the Effect of Sponsorship Disclosure on Blog Loyalty M Gerrath, B Usrey Association for Consumer Research 44, 2016 | 3 | 2016 |
| 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 |
Dr Bryan UsreyRitsumeikan Asia Pacific UniversityVerified email at apu.ac.jp
