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

178 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

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