Publikationen

Veröffentlichungen in Zeitschriften mit Peer-Review-Verfahren 

  • Ohlwein, M. & Bruno, P. (2025). Algorithms of (un)fairness - Is personalized pricing fair game or foul play? International Journal of Market Research, 67(4), 363-374. 
  • Bruno, P., Melnyk, V., & Murray, K. B. (2022). The temperature dimension of emotions. European Journal of Marketing, 56(8), 2172-2215.
  • Ohlwein, M. & Bruno, P. (2021). A brand like a friend. How brand likeability influences brand perception. International Journal of Market Research, 64(3), 295-305.
  • Klein, K., Völckner, F., Bruno, H. A., Sattler, H., & Bruno, P. (2019). Brand positioning based on brand image-country image fit. Marketing Science, 38(3), 516-538.
  • Bruno, P., Melnyk, V., & Völckner, F. (2017). Temperature and emotions: Effects of physical temperature on responses to emotional advertising. International Journal of Research in Marketing, 34(1), 302-321.
  • Bruno, P., Melnyk, V., & Völckner, F. (2012). Cooling down or heating up with emotions: How temperature affects customer response to emotional advertising appeals. Advances in Consumer Research, 40, 651-652

 

Veröffentlichungen in Conference Proceedings mit Peer-Review-Verfahren 

  • Bruno, P, Ohlwein, M., & Klenke, A.-K. (2025). How hot is handled - The affective pathway of sexual advertising on attitude toward the ad. Proceedings of the 16th Annual Fall Conference of the European Marketing Academy, Istanbul, Türkei. 

  • Bruno, P. & Ohlwein, M. (2025), Falling from grace or cushioning the blow? The role of CSR in navigating ambiguous brand responsibility during corporate scandals. Proceedings of the 54th Annual Conference of the European Marketing Academy, Madrid, Spanien.

  • Ohlwein, M. & Bruno, P. (2025). The blame game - Does ambiguous brand responsibility trigger construal in brand transgressions? Proceedings of the 54th Annual Conference of the European Marketing Academy, Madrid, Spanien.

  • Ohlwein, M., Bruno, P. (2025). Blurred lines – does construal play a role in brand transgressions with ambiguous brand responsibility? Proceedings of the 2025 AMS World Marketing Congress (AMS WMC), Lyon, Frankreich.  
  • Bruno, P. & Ohlwein, M. (2024). But I see your true colors shining through – CSR as moderator of the impact of rainbow washing. Proceedings of the 53rd Annual Conference of the European Marketing Academy, Bukarest, Rumänien.
  • Ohlwein, M., Bruno, P. (2024). Playing with fire – how personalized pricing triggers perceived price unfairness. Proceedings of the 53rd Annual Conference of the European Marketing Academy, Bukarest, Rumänien.
  • Ohlwein, M., Bruno, P., Häuser, J. (2023). The best has no reason to imitate – The effect of packaging imitation by established brands. Proceedings of the 52nd Annual Conference of the European Marketing Academy, Odense, Dänemark.
  • Bruno, P. & Ohlwein, M. (2022). I am one of the good ones, forgive me! The impact of CSR on brand forgiveness. Proceedings of the 51st Annual Conference of the European Marketing Academy, Budapest, Ungarn.
  • Ohlwein, M., Bruno, P., Favorite, J., Lauer, S., & Rauch, L.-M. (2021). Wearing rose-colored glasses – can brand likeability enhance perceived price fairness and product quality?, Proceedings of the 50th Online Annual Conference of the European Marketing Academy, Madrid, Spanien.
  • Klein, K. & Bruno P. (2021). Blurring gender lines: Assessing the effect of androgynous models in advertising, Proceedings of the 50th Online Annual Conference of the European Marketing Academy, Madrid, Spanien.
  • Bruno, P., Melnyk, V., & Völckner, F. (2012). When a warm ad leaves you cold - the moderating role of temperature on the effectiveness of warmth in advertising, Proceedings of the 41st Annual Conference of the European Marketing Academy, Lissabon, Portugal.
  • Bruno, P., Melnyk, V., & Völckner, F. (2012). The influence of temperature on consumer‘s reaction to emotional appeals, AP - Asia-Pacific Advances in Consumer Research Volume 10, Proceedings of the Association for Consumer Research Asia-Pacific Conference, Queenstown, Neuseeland.
  • Bruno, P., Klein, K., Völckner, F., & Sattler, H. (2011). Survival of the fittest - the impact of image-based brand-country fit on global branding, Proceedings of the 40th Annual Conference of the European Marketing Academy, Ljubljana, Slowenien.
  • Bruno, P., Klein, K., Völckner, F., & Sattler, H. (2010). The impact of image-based brand-country fit on global branding. Proceedings of the Global Brand Management Conference, Istanbul, Türkei.

 

Veröffentlichungen in Praxis-Zeitschriften

  • Bruno, P. & Ohlwein, M. (2024). Wenn starke Marken das Designduell suchen. Markenartikel: Das Magazin für Markenführung, 9, 54-57.
  • Kristal, K. & Bruno, P. (2022). Gesehen werden, um zu hören – Wie Marken Visibilität im Voice-Marketing erreichen können. transfer - Zeitschrift für Kommunikation und Markenmanagement. 02/2022, 46-50.
  • Bruno, P. (2020). Nachhaltigkeit im Luxus ist kein Luxus mehr. Markenartikel: Das Magazin für Markenführung, 1-2, 12-14.
  • Bruno, P., Völckner, F., & Melnyk, V. (2013). Mehr heiße Werbung für coole Menschen. KOMPAKT (Marketing-Club Köln/Bonn), 2, 35.

 

Präsentationen auf internationalen Konferenzen

  • Bruno, P. & Ohlwein, M. (2025), Falling from grace or cushioning the blow? The role of CSR in navigating ambiguous brand responsibility during corporate scandals. 54th Annual Conference of the European Marketing Academy, Madrid, Spanien.
  • Bruno, P. & Ohlwein, M. (2024). But I see your true colors shining through – CSR as moderator of the impact of rainbow washing. 53rd Annual Conference of the European Marketing Academy, Bukarest, Rumänien.
  • Bruno, P. & Ohlwein, M. (2022). I am one of the good ones, forgive me! The impact of CSR on brand forgiveness. 51st Annual Conference of the European Marketing Academy, Budapest, Ungarn.
  • Bruno, P., Melnyk, V., & Völckner, F. (2012). When a warm ad leaves you cold - the moderating role of temperature on the effectiveness of warmth in advertising. 41st Annual Conference of the European Marketing Academy, Lissabon, Portugal.
  • Bruno, P., Melnyk, V., & Völckner, F. (2012). Cooling down or heating up with emotions: How temperature affects customer response to emotional advertising appeals. Association for Consumer Research Conference, Vancouver, Kanada.
  • Bruno, P., Klein, K., Völckner, F., & Sattler, H. (2011). Survival of the fittest - the impact of image-based brand-country fit on global branding. 40th Annual Conference of the European Marketing Academy, Ljubljana, Slowenien.
  • Bruno, P., Klein, K., Völckner, F., & Sattler, H. (2010). The impact of image-based brand-country fit on global branding. Global Brand Management Conference, Istanbul, Türkei.

 

Dissertation

  • Bruno, P. (2014). Essays on international brand positioning and brand communication. Universität zu Köln.