Measuring attitude towards two objects

[Oliver Emrich]

I want to research the attitude of consumers towards two different objects (e.g. brands). Now it would be possible to give the evaluations of the two brands into the structure equation model and then calculate the factor loadings and the regression coefficients. But I also want to view the factor values for the brands separately.

Further, I would like to segment the consumers based on their subjective importance of the different dimensions. FIMIX would therefore be a great tool, but I don't know, how I can use it for subjects who evaluate two different objects. You would first have to estimate individual-specific regression coefficients based on the evaluations of the brands and the satisfaction with the brands. In the next step you could put them into homogenous clusters in regard to their regression coefficients.

Does anyone know if this is possible in SmartPLS? Or can you only measure attitude towards one object?