Using partial least squares path modeling in advertising research: basic concepts and recent issues

Jörg Henseler, Christian M. Ringle, Marko Sarstedt

Research output: Chapter in Book/Report/Conference proceedingChapterAcademic

143 Citations (Scopus)
Original languageEnglish
Title of host publicationHandbook of research on international advertising
EditorsShintaro Okazaki
PublisherEdward Elgar
Pages252-276
Number of pages543
ISBN (Electronic)9781781001042
ISBN (Print)9781848448582
Publication statusPublished - 2012
Externally publishedYes

Cite this

Henseler, J., Ringle, C. M., & Sarstedt, M. (2012). Using partial least squares path modeling in advertising research: basic concepts and recent issues. In S. Okazaki (Ed.), Handbook of research on international advertising (pp. 252-276). Edward Elgar.