This paper proposes an empirical exploration of this question how a customer evaluates prestige from a symbolic interactionist point of view.

Partial-least squares regression (PLS) is a statistical tool specifically designed to cope with problems like small datasets, missing values and the presence of multicollinearity . The paper proceeds first with a concise review of the PLS method.

The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are :(...)