Using PLS to Investigate Interaction Effects Between Higher Order Branding Constructs

Abstract

This chapter illustrates how PLS can be used when investigating causal models with moderators at a higher level of abstraction. This is accomplished with the presentation of a marketing example. This example specifically investigates the influence of brand personality on brand relationship quality with involvement being a moderator. The literature is reviewed on how to analyze moderational hypotheses with PLS. Considerable work is devoted to the process undertaken to analyze higher order structures. The results indicate that involvement does moderate the main effects relationship between brand personality and brand relationship quality. This chapter makes a unique contribution and applied researchers will appreciate the descriptive way it is written with regards to analytical process.