From Interaction to Experience: Sequential Mechanism of Rapport and Swift Guanxi in Driving Affective Brand Experience: (Peking University Core Journals)

Jiyao Xun; Griff Round; Yicheng Wang; Woon Kian Chong; Weihan Liang; Yifu Li

doi:10.52396/JUSTC-2025-0094

From Interaction to Experience: Sequential Mechanism of Rapport and Swift Guanxi in Driving Affective Brand Experience: (Peking University Core Journals)

Jiyao Xun
, Griff Round
, Yicheng Wang
, Woon Kian Chong^*
, Weihan Liang
, Yifu Li^*

^*Corresponding author for this work

Independent researcher and consultant (former Lecturer at Keele University )
SPJ School of Management
University of Science and Technology of China

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	Journal of University of Science and Technology of China
Volume	17
Issue number	32
DOIs	https://doi.org/10.52396/JUSTC-2025-0094
Publication status	Published - 6 Jul 2026

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10.52396/JUSTC-2025-0094

Cite this

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title = "From Interaction to Experience: Sequential Mechanism of Rapport and Swift Guanxi in Driving Affective Brand Experience: (Peking University Core Journals)",

author = "Jiyao Xun and Griff Round and Yicheng Wang and Chong, \{Woon Kian\} and Weihan Liang and Yifu Li",

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AU - Xun, Jiyao

AU - Round, Griff

AU - Wang, Yicheng

AU - Chong, Woon Kian

AU - Liang, Weihan

AU - Li, Yifu

PY - 2026/7/6

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DO - 10.52396/JUSTC-2025-0094

M3 - Article

SN - 0253-2778

VL - 17

JO - Journal of University of Science and Technology of China

JF - Journal of University of Science and Technology of China

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