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Application of Structural Equation Modeling in Marketing Research - Eric Bindah

Name: Application of Structural Equation Modeling in Marketing Research - Eric Bindah
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The application of Structural Equation Modeling (SEM) is a powerful multivariate technique suited for testing proposed relations between variables. This book provides an overview of the basic underlying principles of SEM. The author discusses the potential for SEM as a tool to advance consumer socialization research both statistically and conceptually. This work argues that SEM is useful in understanding communication as a complex set of relations between variables. Moreover, the author articulates the possibility for examining various forms of communications as an agent and mediator, and materialism as an outcome. The application of SEM to consumer socialization research is illustrated by evaluating a theoretical model of materialism. The results of SEM studies can contribute to better understanding of the validity of communication measures and of relationships between family communication, peer communication, and materialism as an outcome variable.

EAN: 9783659695568

Kod produktu

314FBF03527KS

Autorzy

Eric Bindah

Rok wydania

2015

Elementy

356

Format

15.2x22.9cm

Język

angielski