Purpose: This study aims to examine consumers’ patriotism, attitudes toward veterans and attitudes and behaviors toward businesses that honor veterans. The goal is to determine if consumers are more or less likely to support businesses that offer veterans preferential treatment....

Purpose – Part I of this article (European Business Review, Volume 28, Issue 1) offered an overview of unobserved heterogeneity in the context of partial least squares structural equation modeling (PLS-SEM), its prevalence and challenges for social sciences researchers. This paper aims to...