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: https://doi.org/10.1080/0264206042000302388

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.

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