Saputra, E., Nursanti, A., Siregar, P. A. and Noviasari, H. (2025) “Is Brand Image Overrated? A Case Study of New Balance Consumer Behavior in Pekanbaru, Indonesia”, RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), pp. 2291–2297. doi: 10.31004/riggs.v4i3.2273.