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Dr Ruby Zhang

Visiting Research Fellow

Web Profile Silhouette mtime20180601151050


  • Consumer behaviour, 
  • Consumer emotion, 
  • Service marketing, 
  • Digital marketing


Whiteknights Campus

Dr. Ruby Wenjiao Zhang is a lecturer in Marketing at Henley Business School. She completed her PhD in Service Marketing at Newcastle University. Prior to studying, she worked as a Marketing Analyst in MaesrkLine

Ruby's research interests include all areas of consumer behaviour and emotion, especially the emerging practices related to the technology development, digital consumption and to service failures in the intercultural services encounters.

Ruby is currently working on several research projects, such as consumer responses to service failure in intercultural service encounters, relationship quality on online dating apps, narratives of AI films and consumers and digital analogue consumption. She also works on consultancy projects including to explore the role of digital channels in forming brand perceptions.

Ruby's research is published and presented in journals and conferences, such as European Journal of Marketing, BAM, Servsig, EMAC, ICRM. She won the Best PhD Paper Award from 22nd ICRM for the topic “How Outraged Customers React: The Consequences of Customer Rage in Service Failure and Intervention Strategies”. She also reviews for academic conferences such as EMAC, BAM as well as academic journals such as Journal of Services Marketing, Journal of Marketing Management.

Ruby is actively supervising research projects at PhD, postgraduate and undergraduate level. She is the module convenor for Market Research (MMM059), and Consumer Intelligence (MMM129) and Branding (MMM137).

Reference: Hubert, M., Blut, M., Brock, C., Zhang, R. W. , Koch, V. and Riedl, R. (2019) The influence of acceptance and adoption drivers on smart home usage. European Journal of Marketing, 53 (6). pp. 1073-1098. ISSN 0309-0566 doi:
Henley faculty authors:
Dr Ruby Zhang

Consumer Intelligence: New Consumers, New Markets

Generating a deep understanding of contemporary consumers is a challenge for every organisation and marketing professional because of the constant evolution of consumer behaviour. This module aims to provide a...

Module code: MMM129

Market Research

This module provides students with the skills needed to understand how market research is used as a tool for generating business insights and informing business decisions. Businesses increasingly rely on...

Module code: MMM059