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Keywords: Path modeling
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (13): 81–106.
Published: 28 May 2024
... are simply separated ex post in their results presentation. Hence, the CCA ignores the structural relationships of the original PLS path model [4] . Clearly, the demonstration of higher R2 is based on a lack of structural theory and goes against PLS-SEM’s goal of testing...
