In order to accomplish this research goal we designed and implemented four "pre-post" experiments among four different consumer samples, each sample being exposed to a certain type of brand negative publicity: employer quality negative publicity (58 subjects), product technical problems negative...

Purpose - Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between explanation and prediction. However, while researchers using PLS-SEM routinely stress the predictive nature...

Purpose: Partial least squares (PLS) has been introduced as a “causal-predictive” approach to structural equation modeling (SEM), designed to overcome the apparent dichotomy between explanation and prediction. However, while researchers using PLS-SEM routinely stress the predictive nature...