Common Method Variance in Advertising Research: When to Be Concerned and How to Control for It.
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| Title: | Common Method Variance in Advertising Research: When to Be Concerned and How to Control for It. |
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| Authors: | Malhotra, Naresh K.1 (AUTHOR) naresh.malhotra@scheller.gatech.edu, Schaller, Tracey King2 (AUTHOR), Patil, Ashutosh3 (AUTHOR) |
| Source: | Journal of Advertising. 2017, Vol. 46 Issue 1, p193-212. 20p. |
| Database: | Business Source Ultimate |
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| ISSN: | 00913367 |
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| DOI: | 10.1080/00913367.2016.1252287 |
