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Professor Ko de Ruyter
Ko de Ruyter is Professor of Marketing and Vice Dean, Research at King's Business School.

Professor Ko de Ruyter

  • Academics
  • Supervisors

Professor of Marketing

Vice Dean, Research. Head of Department, Marketing.

Research subject areas

  • Marketing

Contact details


Ko de Ruyter is Professor of Marketing and Vice Dean, Research at King’s Business School. His research focuses on customer loyalty, marketing strategy, technology on the organizational frontline and social media. He has published widely in flagship academic business journals, such as the Journal of Marketing, the Journal of Consumer Research and Management Science.

For his leadership in the academic research community, Professor de Ruyter has been awarded a life-time achievement by the American Marketing Association. This honour has by no means made him want to rest on his laurels. With the best yet to come, and a ‘mid-career mission’ combined with maximal insights and experience, Ko is passionate about the practical relevance of his research and its value for businesses and their customers.

Now, perhaps more than ever, in turbulent economic times and with market places rapidly changing into social spaces pushed by advances in technology, there is a need for guidance in strategy development that builds on fundamental as well as versatile thinking. Ko de Ruyter is able to offer such thinking and push its translation into actionable advice for businesses. He has proven experience in working closely with decision-makers in the private and public sectors, consulting on the challenges and opportunities that they face.

This has made him an internationally renowned speaker at business events and conferences, as he is able to seamlessly explain the promise that state-of-the-art innovative technologies hold for business performance and transformation. 


Laer, T. van, J.C. de Ruyter, L. Visconti and M.Wetzels, (2014), The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers’ Narrative Transportation, Journal of Consumer Research, Vol. 40, No. 5, 797-817. 

Ludwig, S., J.C. de Ruyter, M. Wetzels, D. Mahr, E. Bruggen and T. de Ruyck (2014) Take their Word for it, the Symbolic Role of Linguistic Style Matches in User-Innovation Communities, Management Information Systems Quarterly, 38 (4), 1201-1217. 

Villarroel Ordenes, F., S. Ludwig, J.C. de Ruyter, D. Grewal and M.G.M. Wetzels, Unveiling What Is Written in the Stars: Analyzing Explicit, Implicit and Discourse Patterns of Sentiment in Social Media, Journal of Consumer Research (2017), 43 (6), 875-894. 

Aguirre, E., D. Mahr, J.C. de Ruyter, D. Grewal, , J. Pelser and M.G.M. Wetzels, The Effect of Review Writing on Learning Engagement in Channel Partner Relationship Management, Journal of Marketing, (2018), 82, (2), pp. 64-84. 

Villarroel Ordenes, F., S. Ludwig, J.C. de Ruyter, D. Mahr, D. Grewal and M.G.M. Wetzels Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages, Journal of Consumer Research, (2019) 45 (5), 988–1012.