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, as well as a bachelor's degree in Public Relations and Advertising at Hong Kong Baptist University. She has work experience at the advertising agency Ogilvy & Mather as an executive account intern in 2017. She has also worked as a graphic designer at 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), and 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 on online platforms. Such risk would threaten the existing CBR or trigger low-quality CBR. For this reason, motivations to analyse 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.