Empirical validation of a new technique (‘select-and-rank’) to measure brand preference

Kosmo Karantonis (), Oliver Schnittka (), Mario Farsky () and Henrik Sattler ()
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Kosmo Karantonis: University of Southern Denmark
Oliver Schnittka: University of Southern Denmark
Mario Farsky: Boston Consulting Group (BCG)
Henrik Sattler: University of Hamburg

Journal of Brand Management, 2025, vol. 32, issue 3, No 4, 227-237

Abstract: Abstract This study introduces and validates a novel quantitative survey-based technique (select-and-rank, SAR) designed to measure brand preference as an outcome of consumer-based brand equity (CBBE). The SAR method combines simplicity with predictive accuracy by leveraging a ranking-based approach leaning on a Zipf distribution—a model demonstrated to effectively represent market shares. Its development addresses the need for a practical and reliable tool in large-scale brand studies, distinguishing itself from traditional methods by offering improved measurement capabilities and reduced cognitive load. Using data from a market representative sample, this initial study demonstrates SAR’s ability to accurately capture brand preference dynamics while comparing its performance against widely used existing measurement techniques. The findings reveal SAR’s enhanced accuracy, robustness, and scalability, making it a valuable addition to the CBBE research toolkit. The study also highlights managerial implications, offering brand managers a technique to capture consumer preferences to assist in optimizing brand positioning and strategy in competitive markets. Finally, recommendations for future research are provided to extend SAR’s application to additional dimensions of CBBE.

Keywords: Brand equity; Customer-based brand equity; Brand strategy; Brand measurement; Brand preference; Survey methodology selection (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41262-025-00379-y

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