IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v28y2021i2d10.1057_s41262-020-00220-8.html
   My bibliography  Save this article

Measuring brand personality using emoji: findings from Mokken scaling

Author

Listed:
  • Salim Moussa

    (Institut Supérieur des Études Appliquées en Humanités)

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.

Suggested Citation

  • Salim Moussa, 2021. "Measuring brand personality using emoji: findings from Mokken scaling," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 116-132, March.
    • Handle: RePEc:pal:jobman:v:28:y:2021:i:2:d:10.1057_s41262-020-00220-8
    DOI: 10.1057/s41262-020-00220-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-020-00220-8
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-020-00220-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.
    2. Salim Moussa, 2016. "A two-step item response theory procedure for a better measurement of marketing constructs," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 28-50, March.
    3. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    4. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    5. Martijn G. de Jong & Jan-Benedict E. M. Steenkamp & Bernard P. Veldkamp, 2009. "A Model for the Construction of Country-Specific Yet Internationally Comparable Short-Form Marketing Scales," Marketing Science, INFORMS, vol. 28(4), pages 674-689, 07-08.
    6. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    7. Theo Lieven, 2017. "How to create reproducible brand personality scales," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 592-608, November.
    8. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    9. Martijn G. De Jong & Jan-Benedict E. M. Steenkamp & Jean-Paul Fox, 2007. "Relaxing Measurement Invariance in Cross-National Consumer Research Using a Hierarchical IRT Model," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 260-278, June.
    10. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    11. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    12. Stacey M. Baxter & Jasmina Ilicic & Alicia Kulczynski, 2018. "Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: the effect of iconic brand color priming on brand personality judgments," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 384-394, July.
    13. Wallendorf, Melanie, 2001. "Literally Literacy," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 505-511, March.
    14. Caprara, Gian Vittorio & Barbaranelli, Claudio & Guido, Gianluigi, 2001. "Brand personality: How to make the metaphor fit?," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 377-395, June.
    15. Leonard Paas & Klaas Sijtsma, 2008. "Nonparametric item response theory for investigating dimensionality of marketing scales: A SERVQUAL application," Marketing Letters, Springer, vol. 19(2), pages 157-170, June.
    16. Petra Kralj Novak & Jasmina Smailović & Borut Sluban & Igor Mozetič, 2015. "Sentiment of Emojis," PLOS ONE, Public Library of Science, vol. 10(12), pages 1-22, December.
    17. Adam Duhachek & Anne T. Coughlan & Dawn Iacobucci, 2005. "Results on the Standard Error of the Coefficient Alpha Index of Reliability," Marketing Science, INFORMS, vol. 24(2), pages 294-301, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cruz Tarrillo, Jose Joel & Haro Zea, Karla Liliana & Soria Quijaite, Juan Jesús, 2022. "Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico," Revista Tendencias, Universidad de Narino, vol. 23(1), pages 315-340, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    2. Mohamed Abdalla Elsayed Hassan & Konstantina Zerva & Silvia Aulet, 2021. "Brand Personality Traits of World Heritage Sites: Text Mining Approach," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    3. Tischer, Sven, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers 2012-064, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    4. repec:hum:wpaper:sfb649dp2012-064 is not listed on IDEAS
    5. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    6. Ranfagni, Silvia & Crawford Camiciottoli, Belinda & Faraoni, Monica, 2016. "How to Measure Alignment in Perceptions of Brand Personality Within Online Communities: Interdisciplinary Insights," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 70-85.
    7. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    8. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    9. Theo Lieven, 2017. "How to create reproducible brand personality scales," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 592-608, November.
    10. Lombart, Cindy & Louis, Didier, 2012. "Consumer satisfaction and loyalty: Two main consequences of retailer personality," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 644-652.
    11. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    12. Salim Moussa, 2016. "A Comment on the Estimation of the Reliability of Multidimensional Marketing Constructs: A Store Personality Scale Application," Global Business Review, International Management Institute, vol. 17(5), pages 1125-1144, October.
    13. Salim Moussa, 2016. "A two-step item response theory procedure for a better measurement of marketing constructs," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 28-50, March.
    14. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    15. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    16. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 474-487, September.
    17. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    18. Kang, Chanho & Bennett, Gregg & Welty Peachey, Jon, 2016. "Five dimensions of brand personality traits in sport," Sport Management Review, Elsevier, vol. 19(4), pages 441-453.
    19. Stephen Banahene, 2017. "The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 7(8), pages 12-25, August.
    20. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    21. Valette-Florence, Rita & De Barnier, Virginie, 2013. "Towards a micro conception of brand personality: An application for print media brands in a French context," Journal of Business Research, Elsevier, vol. 66(7), pages 897-903.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:28:y:2021:i:2:d:10.1057_s41262-020-00220-8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.