文章基本信息

标题：Editorial: Issue Overview and the Introduction of Research Notes
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作者：Brian Rutherford
期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2018
卷号：28
页码：i
出版社：Marketing Management Association
摘要：The lead article, “PLS-SEM: The Holy Grail for Advanced Analysis” by Matthews, Hair, and Matthews, provides an overview of important aspects to consider before using PLS-SEM. First, they compare differences between covariance-based structural equation modeling (CB-SEM) and PLS-SEM. They provide guidelines for when it is appropriate to use PLS-SEM over the traditional CB-SEM. The manuscript then focuses on how to use PLS-SEM to conduct mediation, moderation, multi-group analysis, and hierarchical component models. Overall, this manuscript will provide the Journal’s readership with a solid platform to determine when PLS-SEM is the correct tool to use.The second article, “Millennials’ Purchasing Response to Firms’ CSR Behavior” by Anderson, Dahlquist, and Garver, examines millennials’ attitudes toward corporate social responsibility (CSR) behaviors relative to other product/firm attributes. This study uses a shopping simulation survey employing choice-based conjoint analysis and maximum difference scaling. The study finds certain millennials regard a firm’s CSR behavior to be substantially more important than six other product attributes (including price and quality) when making a purchase decision. Results from this study are important for firms looking to develop and/or refine their CSR strategy. From an academic standpoint, this study advances the CSR literature, in addition to using a unique methodology to analyze the data.