Book Review: Measurement and Research Methods in International Marketing

Bagozzi R. P. (1994) Advanced Methods of Marketing Research. Oxford: Basil Blackwell Ltd

Henseler J. , Ringle C. , & Sinkovics R. (2009) The use of partial least squares in international marketingAdvances in International Marketing, 20, pp 277–319.

Jöreskog K. G. , & Wold H. (1982) The ML and PLS techniques for modeling with latent variables - historical and comparative aspects, in Jöreskog K. G. , and Wold H. (eds) Systems Under Indirect Observation: Causality, Structure, Prediction: Part I Amsterdam: North-Holland Publishers, pp 263–270

Sirgy M. J. , Dong Lee J. , Johar S. , & Tidwell J. (2008) The effect of selfcongruity with sponsorship on brand loyalty Journal of Business Research, 61(10), pp 1091–1097