Using partial least squares path modeling in advertising research : basic concepts and recent issues
Year of publication: |
2012
|
---|---|
Authors: | Henseler, Jörg ; Ringle, Christian M. ; Sarstedt, Marko |
Published in: |
Handbook of research on international advertising. - Cheltenham [u.a.] : E. Elgar, ISBN 1-84844-858-9. - 2012, p. 252-276
|
Subject: | Werbung | Advertising | Wissenschaftliche Methode | Scientific method | Partielle kleinste Quadrate | Partial least squares |
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