This paper discusses a recent development in partial least squares (PLS) path modeling, namely goodness-of-fit indices. In order to illustrate the behavior of the goodness-of-fit index (GoF) and the relative goodness-of-fit index (GoF<Subscript>rel</Subscript>), we estimate PLS path models with simulated data, and...</subscript>

Purpose – Research on international marketing usually involves comparing different groups of respondents. When using structural equation modeling (SEM), group comparisons can be misleading unless researchers establish the invariance of their measures. While methods have been proposed to...