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Keywords: Confucian yuanfen relationship
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (5): 1105–1125.
Published: 18 July 2024
... on Chinese culture. Tang et al. (2021) developed the Confucian yuanfen relationship (CYR) to explore consumer-brand relationships in the context of Chinese culture based on the perspective of Chinese Confucian yuanfen (serendipity in relationships) culture. Many studies on BRQ have explored its...
