Measuring brand personality using emoji: findings from Mokken scaling

Salim Moussa ()
Additional contact information
Salim Moussa: Institut Supérieur des Études Appliquées en Humanités

Journal of Brand Management, 2021, vol. 28, issue 2, No 2, 116-132

Abstract: Abstract Brand personality (BP) measurement is a research area that has been attracting a tremendous amount of attention. An examination of extant BP scales reveals that: (a) all of them gauge BP through verbal stimuli; (b) most of them were formulated in one language and tested in one country; and that (c) the majority of them were developed using Classical Test Theory and factor analytic procedures as “the” measurement framework and the method of choice, respectively. This study explores the possibility of using emoji (a new universal nonverbal language) to measure BP. It adopts a Nonparametric Item Response Theory procedure known in personality research as Mokken scaling. Data were collected from 416 respondents from 10 countries via an online 30-emoji survey assessing four global brands. Results indicate that 17 of the 30 emoji form four strong and reliable Mokken scales gauging dimensions Agreeableness, Conscientiousness/Openness, Extraversion, and Neuroticism. The proposed emoji-based scale represents a valuable measure that is suited to national as well as cross-national BP research.

Keywords: Brand personality; Measurement; Emoji; Mokken scaling (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-020-00220-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:28:y:2021:i:2:d:10.1057_s41262-020-00220-8

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-020-00220-8

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().