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1-2 of 2
Keywords: Consistency
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (6): 1618–1625.
Published: 27 March 2023
...Ke-Hai Yuan Purpose The purpose of this paper is to discuss the pros and cons of partial least squares approach to structural equation modeling (PLS-SEM). The topics include bias, consistency, maximization of R2, reliability and model validation. Design/methodology/approach...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (1-2): 31–51.
Published: 10 February 2012
...Elena Delgado‐Ballester; Angeles Navarro; María Sicilia Purpose From an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based brand equity. In particular it aims to evaluate its impact...
