Chandukala, Sandeep R.; Dotson, Jeffrey P.; Brazell, Jeff D. - In: Marketing Science 30 (2011) 1, pp. 123-133
The idea of hierarchical, sequential, or intermediate effects has long been posited in textbooks and academic literature. Hierarchical effects occur when relationships among variables are mediated through other variables. Challenges in studying hierarchical effects in marketing include the large...
