From Interaction to Experience: The Sequential Roles of Rapport and Swift Guanxi in Driving Affective Brand Experience

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

^*Corresponding author for this work

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

Original language	English
Journal	Journal of University of Science and Technology of China
Publication status	Submitted - 13 Sept 2025

Cite this

@article{ceb81b0f85e94b0196da5694ccc24428,

title = "From Interaction to Experience: The Sequential Roles of Rapport and Swift Guanxi in Driving Affective Brand Experience",

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

year = "2025",

month = sep,

day = "13",

language = "English",

journal = "Journal of University of Science and Technology of China",

issn = "0253-2778",

}

TY - JOUR

T1 - From Interaction to Experience: The Sequential Roles of Rapport and Swift Guanxi in Driving Affective Brand Experience

AU - Xun, Jiyao

AU - Round, Griff

AU - Wang, Yicheng

AU - Chong, Woon Kian

AU - Liang, Weihan

AU - Li, Yifu

PY - 2025/9/13

Y1 - 2025/9/13

M3 - Article

SN - 0253-2778

JO - Journal of University of Science and Technology of China

JF - Journal of University of Science and Technology of China

ER -