PlS-SEM: Indeed A Silver Bullet

M.E. Sharpe, Inc.
Publication Type:
Journal Article
Journal of Marketing Theory and Practice, 2011, 19 (2), pp. 139 - 151
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Structural equation modeling (SEM) has become a quasi-standard in marketing and management research when it comes to analyzing the cause-effect relations between latent constructs. For most researchers, SEM is equivalent to carrying out covariance-based
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