• Faculty Marketing

Maximilian Bruder is an Assistant Professor (Akademischer Rat a. Z.) at the University of Augsburg`` s Chair for Value Based Marketing. He received his doctoral degree from the University of Augsburg with a dissertation titled "Advancing the Field of Sensory Marketing: Designing Human and Non-Human Subjects with Sensory Elements." His research focuses on services, sensory marketing, branding, and artificial intelligence.

Before joining the chair, he studied Retail and Service Management at the Technical University of Applied Sciences Amberg-Weiden and Business Administration at the University of Augsburg. During his studies, he gained practical experience in service development, service strategy, e-commerce, and sales management at companies such as AUDI AG, MAN Diesel SE, and A.T.U GmbH & Co. KG.

Journal Articles

Bruder, Maximilian and Michael Paul (2026): Service Robot Failure: The Interplay of Monetary Compensation and Voice Anthropomorphism, in: Journal of Business Research, 214, 116260.  [ Download]

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 (2026): Compensating Service Robot Failures: The Role of Voice Anthropomorphism, in: 2026 AMA Winter Academic Conference, Madrid, ESP.  [ Download]

Saborowski, Katharina, Maximilian Bruder, and Michael Paul (2023): Segmenting Consumers Based on Subjective Utilities: How to Promote Climate-Friendly Consumer Behaviors Across Countries, in: QUIS18 Conference, Hanoi, VNM.

Saborowski, Katharina, Maximilian Bruder, and Michael Paul (2023): A Cross-Country Utility-Based Market Segmentation of Climate-Friendly Actions, in: Research Innovations in Sustainable Marketing 2023, Hawaii, USA. [ Download]

Skamel, Janne G., Maximilian Bruder, and Michael Paul (2023): Corporate Sociopolitical Activism Strategies and their Effects on Consumer Attitudes, in: QUIS18 Conference, Hanoi, VNM. 

Bruder, Maximilian and Michael Paul (2022): What`s the Sound of Your Brand? Development and Validation of a Voice Typology, in: 2022 AMA Summer Academic Conference, Chicago, IL, USA.

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]

Voice Marketing, Lecture Series: Marketing Intensiv (Marketing Club Augsburg), University of Augsburg, GER, December 10, 2024.

Marketing ist mehr als Werbung, Entrepreneurship Days (StartHub: Innovations- und Gründungszentrum), University of Augsburg, GER, October 26, 2021.

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