Henseler, J.; Ringle, Christian M.
ORCID: https://orcid.org/0000-0002-7027-8804 and Sarstedt, Marko ORCID: https://orcid.org/0000-0002-5424-4268
(2012):
Using Partial Least Squares Path Modeling in Advertising Research. Basic Concepts and Recent Issues.
In: Okazaki, Shintaro (ed.) :
Handbook of Research in International Advertising. Cheltenham: Edward Elgar. pp. 252-278
| Item Type: | Book Section |
|---|---|
| Keywords: | Partial least squares (PLS); Advertising |
| Faculties: | Munich School of Management > Institute for Marketing |
| Subjects: | 300 Social sciences > 330 Economics |
| ISBN: | 978-1-84844-858-2 ; 978-1-78347-601-5 ;978-1-78100-104-2 |
| Place of Publication: | Cheltenham |
| Language: | English |
| Item ID: | 96259 |
| Date Deposited: | 19. May 2023, 09:02 |
| Last Modified: | 13. Jul 2023, 14:09 |
Actions (login required)
- View Item
