Abstract
Borau et al., 2015, Analysing moderated mediation effects: Marketing applications, Recherche et Applications en Marketing 30(4) 2015.
Regarding the moderated mediation evoked by Muller et al. (2005), there is, first, moderation of the total effect, and then moderation either of the link a, or the link b. Pertaining to the direct effect, it is moderated only in the case of partial moderated mediation.
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