After years of stagnancy, PLS path modeling has recently attracted renewed interest from applied researchers in … marketing. At the same time, the availability of software alternatives to Lohmöller's LVPLS package has considerably increased … path modeling software is on equal footing regarding ease of use, but clearly lags behind in terms of methodological …

After years of stagnancy, PLS path modeling has recently attracted renewed interest from applied researchers in … marketing. At the same time, the availability of software alternatives to Lohmöller’s LVPLS package has considerably increased … path modeling software is on equal footing regarding ease of use, but clearly lags behind in terms of methodological …

The methodological discussion on the calibration of aggregate marketing response models has shifted away from how to … researchers that such calibration is performed either to support managers in their marketing-mix decisions, or to create general … knowledge that leads to a better understanding of marketing relationships and thus indirectly supports decisions. Both goals …

Discovering the preferences and the behaviour of consumers is a key challenge in marketing. Information about such …

cross-category interrelationships and provide marketing managers eith only very limited recommendations regarding decition … making. The latter type of models focus on estimating the effects of category-level marketing mix variables on purchase … incidences assuming cross-category dependencies. We propose a procedure that combines these two modeling approaches in a novel …

cross-category interrelationships and provide marketing managers with only very limited recommendations regarding decision … making. The latter type of models mainly focus on estimating the effects of category-level marketing mix variables on … purchase incidences assuming cross-category dependencies. We propose a procedure that combines these two modeling approaches in …

capabilities. -- PLS path modeling ; Marketing ; Formative indicators ; Reflective indicators …After years of stagnancy, PLS path modeling has recently attracted renewed interest from applied researchers in … marketing. At the same time, the availability of software alternatives to Lohmöller's LVPLS package has considerably increased …