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Using triangulation to assess and identify successful services brands

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  • Leslie de Chernatony
  • Susan Drury
  • Susan Segal-Horn

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.

Suggested Citation

  • Leslie de Chernatony & Susan Drury & Susan Segal-Horn, 2005. "Using triangulation to assess and identify successful services brands," The Service Industries Journal, Taylor & Francis Journals, vol. 25(1), pages 5-21, January.
    • Handle: RePEc:taf:servic:v:25:y:2005:i:1:p:5-21
    DOI: 10.1080/0264206042000302388
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    Cited by:

    1. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    2. Ivana First & Deepali Sinha Khetriwal, 2010. "Exploring the relationship between environmental orientation and brand value: is there fire or only smoke?," Business Strategy and the Environment, Wiley Blackwell, vol. 19(2), pages 90-103, February.
    3. Hosseini, Mojtaba & Brege, Staffan & Nord, Tomas, 2018. "A combined focused industry and company size investigation of the internationalization-performance relationship: The case of small and medium-sized enterprises (SMEs) within the Swedish wood manufactu," Forest Policy and Economics, Elsevier, vol. 97(C), pages 110-121.
    4. de Chernatony, Leslie & Cottam (née Drury), Susan, 2009. "Interacting contributions of different departments to brand success," Journal of Business Research, Elsevier, vol. 62(3), pages 297-304, March.
    5. Tsuen-Ho Hsu & Li-Chu Hung & Jia-Wei Tang, 2012. "An analytical model for building brand equity in hospitality firms," Annals of Operations Research, Springer, vol. 195(1), pages 355-378, May.

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