Purpose – Researchers often use partial least squares structural equation modeling (PLS-SEM) to estimate path models that include formatively specified constructs. Their validation requires running a redundancy analysis, which tests whether the formatively measured construct is highly...

Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires...

Segmentation has been useful in advertising decisions and subsequently the generation approach has emerged as a superior segmentation approach. The purpose of this article is to examine the attitudes of generation X and generation Y towards controversial advertising. Structured questionnaires...