Rongyu Kuang
Phd Candidate @Cranfield School Of Management
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WORK HISTORY
Phd Candidate @Cranfield School Of Management
EDUCATION
Beijing Normal-Hong Kong Baptist University
学士学位, 公共关系与广告 Public Relations and Advertising
The University of Sheffield
Master of Science - MSc, Cultural Creative Industries Management
Hong Kong Baptist University
Bachelor's degree, public relations and advertising
Cranfield University
Doctor of Philosophy - PhD, Leadership and Management (Marketing Strategy & Sales Centre)
ABOUT RONGYU KUANG
A researcher specialising in consumer psychology and behaviour, focusing on how brands foster consumers’ cognitive and emotional attachment in virtual environments among consumers with varying levels of social exclusion. Strong communication skills have been developed through presentations in international academic conferences. Teaching experience has developed the ability to provide constructive feedback on MSc assignments. Additionally, internship experience has further integrated theoretical insights with practical consumer behaviour dynamics. With five years of experience in conducting online experiments, this researcher specialises in experimental manipulation design, data collection using platforms such as Qualtrics, Prolific, and SurveyMonkey, and quantitative analysis with tools including JMP, SPSS, structural equation modelling (SEM), and R. Future research aims to refine experimental methodologies, expand into fieldexperiments, and integrate text mining techniques to gain deeper insights into consumer behaviour. The long-term focus is on shifts in consumer behaviour before and after technological innovations in self-service online ordering, as well as consumer perceptions and behaviours related to sustainable consumption (e.g, reusable packaging).
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