Maximilian Bruder M.Sc.

Research and Teaching Assistant
Faculty of Business and Economics
Phone: +49 821 598-4476
Fax: +49 821 598-4242
Room: 1110 A (J)
Visiting hours: For appointments, please contact Maximilian Bruder via email.
Address: Universitätsstraße 16, 86159 Augsburg


  • Faculty Marketing
  • Student Assistants

Curriculum Vitae

Maximilian Bruder studied Retail and Service Management (Bachelor of Arts) at the Technical University of Applied Sciences Amberg-Weiden. After completing this degree in 2015, he continued his studies in Business Administration (Master of Science) at the University of Augsburg. He graduated with a master thesis about branding strategies in online media. Since January 2018, he has been part of the team at the Chair for Value Based Marketing at the University of Augsburg.


During his studies, he gathered work experience from internships in the fields of service development and service strategy. He also worked as a student employee in the areas of e-commerce and sales management. In 2017, he worked as a student assistant at the Chair for Value Based Marketing at the University of Augsburg.


Journal Articles

Bruder, Maximilian, Andreas T. Lechner, and Michael Paul (2021): Toward Holistic Frontline Employee Management: An Investigation of the Interplay of Positive Emotion Displays and Dress Color, in: Psychology & Marketing, 38, 2089–2101. [ Download]



Conference Papers

Bruder, Maximilian and Michael Paul (2022): Voice Types and Their Influence on Marketing Outcomes, in 30th Frontiers in Service Conference, Babson Park, USA.


Bruder, Maximilian and Michael Paul (2022): Voice Types and Their Effects on Brand Personality Perceptions, in 12th SERVSIG Conference, Glasgow, UK.


Bruder, Maximilian and Michael Paul (2022): The Development of a Typology for Voices in Marketing Communications, in: 51th EMAC Conference, Budapest, HUN. 


Bruder, Maximilian and Michael Paul (2022): Voices of Marketing Communications: Exploratory Development and Validation of a Voice Typology, in: 2022 AMA Winter Academic Conference, Las Vegas, NV. [ Download]


Bruder, Maximilian and Michael Paul (2022): The Development and Examination of a Voice Typology, in: QUIS17 Conference, Valencia, S.   [ Download]


Bruder, Maximilian and Michael Paul (2021): When Brands Start Talking: The Role of Voice and Speech in Brand Perception, in: 28th Frontiers in Service Conference, Philadelphia, PA.


Bruder, Maximilian and Michael Paul (2020): The Impact of Voice and Speech on Brand Personality Perceptions, in: 11th SERVSIG Conference, Brisbane, AU. [ Download]



Invited Talks

Marketing ist mehr als Werbung, Entrepreneurship Days, University of Augsburg, GER, October 26, 2021.

Doctoral Colloquia & Courses

Latent Class/Cluster Analysis and Mixture Modeling, CenterStat, Daniel J. Bauer (University of North Carolina) and Doug Steinley (University of Missouri), Winter Term 2021


Mediation, Moderation, and Conditional Process Analysis I, University of St. Gallen, Andrew Hayes (Ohio State University), Summer Term 2019


Experimental Design & Analysis, University of Calabria, Irene Scopelliti (City University of London), Summer Term 2019


Selected Topics in Consumer Behavior, University of Augsburg, Martin Mende and Maura Scott (Florida State University), Summer Term 2018