Progress in partial least squares structural equation modeling use in marketing research in the last decade

Munich School of Management, Ludwig‐Maximilians‐University Munich, Munich, Germany Faculty of Economics and Business Administration, Babeș‐Bolyai University, Cluj‐Napoca, Romania Mitchell College of Business, University of South Alabama, Mobile, Alabama, USA Faculty of Economics and Management, Otto‐von‐Guericke‐University Magdeburg, Magdeburg, Germany Department of Economics and Business Economics, Aarhus University, Aarhus, Denmark Hamburg University of Technology (TUHH), Hamburg, Germany