Purpose: This paper discusses partial least squares path modeling (PLS), a powerful structural equation modeling technique for research on international marketing. While a significant body of research provides guidance for the use of covariance-based structural equation modeling (CBSEM) in international marketing, there are no subject-specific guidelines for the use of PLS so far.Methodology/approach: A literature review of the use of PLS in international marketing reveals the increasing application of this methodology.Findings: This paper reveals the strengths and weaknesses of PLS in the context of research on international marketing, and provides guidance for multi-group analysis.Originality/value of paper: The paper assists researchers in making well-grounded decisions regarding the application of PLS in certain research situations and provides specific implications for an appropriate application of the methodology.

The Use of Partial Least Squares Path Modeling in International Marketing

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.

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The use of partial least squares path modeling in international marketing

The measurement of meaning

Companies are facing increasing pressure to both maintain profitability and behave in socially responsible ways, yet researchers have provided little information on how corporate social responsibility impacts profitability. This paper reports the findings from in-depth interviews of consumers to determine their views concerning the social responsibilities of companies. A typology of consumers whose purchasing behavior ranges from unresponsive to highly responsive to corporate social responsibility was developed from the analysis.

https://onlinelibrary.wiley.com/doi/epdf/10.1111/j.1745-6606.2001.tb00102.x

Do Consumers Expect Companies to Be Socially Responsible? the Impact of Corporate Social Responsibility on Buying Behavior

https://flora.insead.edu/fichiersti_wp/inseadwp2009/2009-44.pdf

An empirical comparison of the efficacy of covariance-based and variance-based SEM

This study represents a supportive test of the attractiveness aspect of the “match-up” hypothesis of celebrity/product congruence discussed in depth by Kahle and Homer (1985). The hypothesis implies that the physical attractiveness of a celebrity endorser may only enhance both product- and ad-based evaluations if the product's characteristics “match-up” with the image conveyed by the celebrity. Empirically, it was found that for an attractiveness-related product, use of a physically attractive celebrity (Tom Selleck) was observed to significantly enhance measures of spokesperson credibility and attitude toward an ad, relative to use of a physically unattractive celebrity (Telly Savalas). Alternatively, the physically attractive celebrity was found to have no effect on various spokesperson-, product-and ad-based dependent measures relative to the physically unattractive celebrity for an attractiveness-unrelated product. Implications of these findings for advertising strategy are discussed, and dir...

An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep

This study tested the matchup hypothesis regarding choice of celebrity spokesperson by examining the fit or congruence between image type and the product advertised from an Identification and Internalization viewpoint (Kelman, 1961). Spokesperson type (celebrity versus noncelebrity) was varied, aong with congruence between spokesperson image and product (higher versus lower congruence) in a 2x2 factorial design. Results showed that increased congruence for the spokesperson/product combination resulted in the perception of higher believability and attractiveness of the spokesperson and a more favorable product attitude. The implications of these and other findings for advertising and marketing strategy are discussed. © 1994 John Wiley & Sons, Inc.

Congruence between spokesperson and product type: A matchup hypothesis perspective

Effects of Information About Firms’ Ethical and Unethical Actions on Consumers’ Attitudes

This study examines celebrity endorsements in advertising using a two-sided framework, in terms of the internalization and identification processes of social influence as discussed by Kelman (1961). The two-sided execution was designed to increase a viewer's perception of advertiser credibility by including a discussion of a limitation of the advertised service. Results show that when compared to a traditional one-sided celebrity endorsement, the two-sided communication elicited significantly higher advertising credibility and effectiveness ratings, higher evaluation of the sponsor in terms of perceived overall quality of service, as well as a significantly greater intention to use the advertised service. These findings suggest that the use of a celebrity appeal in a two-sided form is an effective advertising strategy.

Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility

This study examines the effect of the mood induced by television program content on subjects' evaluations of commercials. Specifically, happy or sad commercials are viewed in the context of a television program designed to induce these respective moods. The competing predictions of Mood Congruence Theory versus the Consistency Effect are examined to interpret the results. For all dependent measures considered, findings were in accordance with a Consistency Effect interpretation of the results. For two such measures (i.e., liking for the commercial and purchase intention) the Consistency Effect was statistically supported. Hence for these measures, it was found that a happy commercial viewed in the context of a happy program was evaluated more favorably than the same commercial viewed after exposure to a sad program. For the sad commercial, the reverse effects for these measures were evident as this commercial performed more favorably in the context of a sad program relative to a happy one. The do...

Michael A. Kamins

Papers

An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep

Congruence between spokesperson and product type: A matchup hypothesis perspective

Effects of Information About Firms’ Ethical and Unethical Actions on Consumers’ Attitudes

Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility

Television Commercial Evaluation in the Context of Program Induced Mood: Congruency versus Consistency Effects