The use of partial least squares path modeling in international marketing

New Challenges to International Marketing

ISBN: 978-1-84855-468-9, eISBN: 978-1-84855-469-6

ISSN: 1474-7979

Publication date: 6 March 2009

Abstract

In order to determine the status quo of PLS path modeling in international marketing research, we conducted an exhaustive literature review. An evaluation of double-blind reviewed journals through important academic publishing databases (e.g., ABI/Inform, Elsevier ScienceDirect, Emerald Insight, Google Scholar, PsycINFO, Swetswise) revealed that more than 30 academic articles in the domain of international marketing (in a broad sense) used PLS path modeling as means of statistical analysis. We assessed what the main motivation for the use of PLS was in respect of each article. Moreover, we checked for applications of PLS in combination with one or more additional methods, and whether the main reason for conducting any additional method(s) was mentioned.

Citation

Henseler, J., Ringle, C. and Sinkovics, R. (2009), "The use of partial least squares path modeling in international marketing", Sinkovics, R. and Ghauri, P. (Ed.) New Challenges to International Marketing (Advances in International Marketing, Vol. 20), Emerald Group Publishing Limited, Bingley, pp. 277-319. https://doi.org/10.1108/S1474-7979(2009)0000020014

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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