Kisang Ryu
Papers
1
Total Citations
17
H-Index
1
About
Kisang Ryu is a leading scholar in hospitality and tourism marketing, with a particular focus on the psychological dynamics of brand-consumer relationships in emerging technology contexts. His research centers on self-congruity theory, examining how consumers’ self-image alignment with brands influences their attitudes and behaviors. In his highly cited 2021 work, “Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops,” Ryu pioneered the application of self-congruence frameworks to automated service environments. He demonstrated that actual, ideal, and social self-image congruence each play distinct roles in shaping brand attitudes toward robotic coffee shops, a finding with significant implications for the design of AI-driven hospitality experiences. With 17 citations to date, this paper has already influenced subsequent studies on consumer acceptance of service robots. Ryu’s broader contributions bridge theoretical models of identity and image with practical challenges in the rapidly evolving hospitality industry, making his work essential reading for students and researchers interested in the intersection of consumer psychology, branding, and technological innovation in service settings.
Research Focus
Key Achievements
Top Papers
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