What is it about?
We offer guidelines for combining the use of Necessary Condition Analysis (NCA) and Multigroup Analysis (MGA) performed with partial least squares structural equation modeling (PLS-SEM). An empirical illustration drawing on the relationship between corporate social responsibility and customer loyalty is developed in a step-by-step fashion to provide marketing researchers with the guidelines to conduct the MGA and NCA, and finally report and interpret the results in accordance with both the sufficiency and the necessity logics.
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Why is it important?
Taken together, Necessary Condition Analysis (NCA) and Multigroup Analysis (MGA) can explore and improve knowledge about predefined subgroups of interest, enhance the understanding of relationships, refine the role of specific key antecedents by discovering meaningful necessary conditions, and therewith, contribute to theorizing.
Perspectives
By delivering a better understanding of the group-specific results of a PLS-SEM-based MGA in a necessity logic, we promote the complementary usage of sufficiency and necessity logics and therefore helps researchers to uncover novel theoretical and practical results when evaluating the data.
Ovidiu I. Moisescu
Read the Original
This page is a summary of: Using necessary condition analysis to complement multigroup analysis in partial least squares structural equation modeling, Journal of Retailing and Consumer Services, January 2025, Elsevier,
DOI: 10.1016/j.jretconser.2024.104018.
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