I want to compare the different impact of two communication strategies (stra. A and stra. B) on brand trust. Meanwhile, the main effect between communication strategy and brand trust is mediated by variable C, and moderated by variable D. I want to present the relationships in one model. Then I verify the model using SEM (structural equation modeling). Is it right the model incorporates two mutually exclusive independent variables?
Nolberto Munier
Dear Wenbin
Perhaps somebody may answer your question if you illustrate it with an example
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Manoj Hudnurkar
yes SEM is useful, you can do it with smart PLS also more effectively.
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Hongwu Liu
If you add some simple equations, it will be helpful in describing this problem and somebody may be answer it.
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