Assessing reflective models in marketing research: A comparison between pls and plsc estimates

• Main Authors: Cheah, J.-H., Memon, M.A., Chuah, F., Ting, H., Ramayah, T.
• Format: Article
• Published: Universiti Malaysia Sarawak 2018
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85045418638&partnerID=40&md5=3936426c18a7eee420d6192893c29cc9; http://eprints.utp.edu.my/22031/

The present study aims at contributing to the growing discourse on analytical methods in marketing research by highlighting the use of Consistent Partial Least Squares (PLSc) estimation to assess reflective models used in marketing literature. Specifically, it demonstrates the significance of using...