The Library
Rejoinder : fractures in the edifice of PLS
Tools
Ronkko, Mikko, Lee, Nick, Evermann, Joerg, McIntosh, Cameron and Antonakis, John (2023) Rejoinder : fractures in the edifice of PLS. European Journal of Marketing, 57 (6). pp. 1626-1640. doi:10.1108/EJM-07-2022-0508 ISSN 0309-0566.
|
PDF
10-1108_EJM-07-2022-0508.pdf - Published Version - Requires a PDF viewer. Available under License Creative Commons Attribution 4.0. Download (176Kb) | Preview |
|
PDF
WRAP-Rejoinder-fractures-edifice-PLS-23.pdf - Accepted Version Embargoed item. Restricted access to Repository staff only - Requires a PDF viewer. Download (480Kb) |
Official URL: https://doi.org/10.1108/EJM-07-2022-0508
Abstract
Purpose
This study aims to provide a response to the commentary by Yuan on the paper “Marketing or Methodology” in this issue of EJM.
Design/methodology/approach
Conceptual argument and statistical discussion.
Findings
The authors find that some of Yuan’s arguments are incorrect, or unclear. Further, rather than contradicting the authors’ conclusions, the material provided by Yuan in his commentary actually provides additional reasons to avoid partial least squares (PLS) in marketing research. As such, Yuan’s commentary is best understood as additional evidence speaking against the use of PLS in real-world research.
Research limitations/implications
This rejoinder, coupled with Yuan’s comment, continues to support the strong implication that researchers should avoid using PLS in marketing and related research.
Practical implications
Marketing researchers should avoid using PLS in their work.
Originality/value
This rejoinder supports the earlier conclusions of “Marketing or Methodology,” with additional argumentation and evidence.
Item Type: | Journal Article | ||||||||
---|---|---|---|---|---|---|---|---|---|
Subjects: | H Social Sciences > HF Commerce Q Science > QA Mathematics |
||||||||
Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||||
Library of Congress Subject Headings (LCSH): | Marketing research -- Methodology, Marketing research, Least squares, Structural equation modeling | ||||||||
Journal or Publication Title: | European Journal of Marketing | ||||||||
Publisher: | Emerald | ||||||||
ISSN: | 0309-0566 | ||||||||
Official Date: | 30 May 2023 | ||||||||
Dates: |
|
||||||||
Volume: | 57 | ||||||||
Number: | 6 | ||||||||
Page Range: | pp. 1626-1640 | ||||||||
DOI: | 10.1108/EJM-07-2022-0508 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Open Access (Creative Commons) | ||||||||
Date of first compliant deposit: | 14 March 2023 | ||||||||
Date of first compliant Open Access: | 9 June 2023 | ||||||||
Related URLs: |
Request changes or add full text files to a record
Repository staff actions (login required)
View Item |
Downloads
Downloads per month over past year