Using triangulation to assess and identify successful services brands

Leslie de Chernatony, Susan Drury and Susan Segal-Horn

The Service Industries Journal, 2005, vol. 25, issue 1, 5-21

Abstract: This article examines the pragmatic use of triangulation to assess services brand success, and the theoretical and practical issues faced employing the technique. This is illustrated via a UK case study using triangulation to assess the relative success of services brands, so successful versus less successful brands could be investigated in a larger research project. This article concludes that triangulation is a helpful technique in the assessment of complex and multi-faceted concepts such as services brands' success. It offers a more balanced, holistic picture than would any one method alone, and it enabled the selection of particular brands with more confidence for the next stage of research.

Date: 2005
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:25:y:2005:i:1:p:5-21

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DOI: 10.1080/0264206042000302388

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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