Using partial least squares path modeling in international advertising research: basic concepts and recent issues

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageUnknown
Title of host publicationHandbook of Research in International Advertising
EditorsS Okazaki
Place of PublicationLondon
PublisherEdward Elgar
Pages252-276
ISBN (Print)978-1-84844-858-2
Publication statusPublished - 1 Jan 2012

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