Fachrurazi; Silalahi, Sahat Aditua Fandhitya; Fauziah - In: Cogent business & management 11 (2024) 1, pp. 1-15
seemingly contradictory nature, which may burden the overall brand messages. This study investigates the three-way interaction … consumers was employed in the data collection. Hierarchical multiple regression is used to investigate the three-way interaction … between CBI, NI, RBP, and PI. The result revealed a significant three-way interaction effect, where the strongest influence …