Chapter 12: Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues
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12 Using partial least squares path modeling in advertising research: basic concepts and recent issues Jörg Henseler, Christian M. Ringle and Marko Sarstedt INTRODUCTION Structural equations modeling (SEM) with latent variables has become a quasi-...

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Edited by Shintaro Okazaki