RIGGS: Journal of Artificial Intelligence and Digital Business
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Brand Betrayal or Market Shift? Disentangling Boycott Motivations from Other Causes of Declining Sales
This research explores the multifaceted decline in Pizza Hut Indonesia’s sales by distinguishing between consumer boycott motivations and other contributing market forces. A major factor identified is the rise of more affordable alternatives, notably street food vendors, which have attracted cost-co
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