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Published in 2024 at "Journal of Marketing Analytics"
DOI: 10.1057/s41270-024-00325-y
Abstract: Recent research on partial least squares structural equation modeling (PLS–SEM) extended the classic importance–performance map analysis (IPMA) by taking the results of a necessary condition analysis (NCA) into consideration. By also highlighting necessary conditions, the…
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Keywords:
analysis;
performance map;
importance performance;
map analysis ... See more keywords