Contact Rongyu Kuang

Background

Rongyu graduated from the University of Sheffield, Management school in 2019 and holds an MSc in Cultural and Creative Industries Management with distinction degree, as well as a bachelor’s degree in Public Relations and Advertising at Hong Kong Baptist University. She has work experience at Ogilvy & Mather Advertising Company as an executive account internship in 2017. She also worked as a graphic designer in Chinese Constant Advertising Company.

Research opportunities

Her current research contributes to understanding the differences between constructs in consumer-brand relationship (CBR) domains (e.g., brand attachment, love, and commitment), understanding CBR in the context of e-commerce. While the firms and organisations obtain sufficient benefits from CBR (e.g., increasing sales, and brand equity) through online platforms, one risk should be noted is that consumers lack social connection during interaction with brands in online platforms. Such risk would threat the existing CBR or trigger to low-quality CBR. For this reason, motivations to analysis the influence of consumers’ “sense of presence” on CBR in order to be able to tap into the antecedents of CBR in online commercial platforms.