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Dr Rongyu Kuang

"Lecturer in Marketing, Enterprise & Tourism"

Rongyu Kuang

  • School Faculty of Business and Law

  • Department Marketing, Enterprise & Tourism

  • Location London

Research activities

My research is based on consumer behaviour and psychology. I am interested in consumer-brand relationships, especially in computer-mediated environments. I specialised 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. 


Current Teaching

Rongyu currently teaches on the following modules and programmes: 

Module tutor MKT 1120 Marketing Theory and Practice 

Module tutor MKT 1901 Creative Communication and Branding 

Module tutor MKT 3174 Creativity and Innovation in Marketing 

Module tutor MKT 3027 Business Start-up

Module tutor MKT 4488 Digital Creativity and Innovation 

Postgraduate Supervision

MKT 4747 Capstone Research Project


Biography

I joined Middlesex University as a Lecturer in Marketing in the Department of Marketing, Enterprise and Tourism, School of Business and Law. My teaching and research focus on consumer behaviour, digital marketing, consumer psychology, and the role of emerging technologies, such as AI and virtual reality, in shaping consumer responses to brands.

My research examines how consumers’ perceptions, emotions, and relationships with brands change when innovative technologies are used in product design, production, and commercialisation. I am particularly interested in brand attachment, psychological ownership, self-brand connection, and digital consumer experiences.

Before joining Middlesex University, I completed my PhD at Cranfield University, School of Management, and gained experience in postgraduate teaching, assessment, dissertation supervision, and research support.

Publications

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