Koubaa, Yamen; Srarfi Tabbane, Rym; Chaabouni Jallouli, Rim - In: Asia Pacific Journal of Marketing and Logistics 26 (2014) 2, pp. 315-338
Purpose – The purpose of this paper is to assess the use of structural equation modeling in one specific field of marketing research, the image research. Design/methodology/approach – A meta-analysis of a sample of image marketing works using structural equation modeling (SEM). The period of...