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Using triangulation to identify successful and less successful services brands

de Chernatony, Leslie; Drury, Susan and Segal-Horn, Susan (2005). Using triangulation to identify successful and less successful services brands. Service Industries Journal, 25(1) pp. 5–21.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1080/0264206042000302388
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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.

Item Type: Journal Article
ISSN: 1743-9507
Academic Unit/Department: Open University Business School
Item ID: 1288
Depositing User: Users 12 not found.
Date Deposited: 01 Jun 2006
Last Modified: 02 Dec 2010 19:45
URI: http://oro.open.ac.uk/id/eprint/1288
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