Using PLS to investigate interaction effects between higher order brand constructs

Wilson, B 2010, 'Using PLS to investigate interaction effects between higher order brand constructs' in Esposito Vinzi, V.; Chin, W.W.; Henseler, J.; Wang, H. (ed.) Handbook of Partial Least Squares: Concepts, Methods and Applications, Springer-Verlag Berlin Heidelberg, Berlin, Germany, pp. 621-654.


Document type: Book Chapter
Collection: Book Chapters

Title Using PLS to investigate interaction effects between higher order brand constructs
Author(s) Wilson, B
Year 2010
Title of book Handbook of Partial Least Squares: Concepts, Methods and Applications
Publisher Springer-Verlag Berlin Heidelberg
Place of publication Berlin, Germany
Editor(s) Esposito Vinzi, V.; Chin, W.W.; Henseler, J.; Wang, H.
Start page 621
End page 654
Subjects Marketing Research Methodology
Marketing Communications
Marketing Measurement
Summary This chapter illustrates how PLS can be used when investigating causal models with moderators at a higher level of abstraction. This is accomplished with the presentation of a marketing example. This example specifically investigates the influence of brand personality on brand relationship quality with involvement being a moderator. The literature is reviewed on how to analyze moderational hypotheses with PLS. Considerable work is devoted to the process undertaken to analyze higher order structures. The results indicate that involvement does moderate the main effects relationship between brand personality and brand relationship quality. This chapter makes a unique contribution and applied researchers will appreciate the descriptive way it is written with regards to analytical process.
Copyright notice Copyright Springer-Verlag Berlin Heidelberg 2010
Keyword(s) branding
partial Least squares
higher order modeling
interactions modeling
ISBN 9783540328254
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Created: Mon, 04 Oct 2010, 15:29:00 EST by Catalyst Administrator
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