Using triangulation to assess and identify successful services brands

Leslie de Chernatony, Susan Cottam

    Research output: Contribution to journalArticle

    20 Citations (Scopus)


    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 set-vices 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.
    Original languageEnglish
    Pages (from-to)5-21
    Number of pages17
    JournalThe Service Industries Journal
    Issue number2
    Publication statusPublished - 1 Jan 2005


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