Measuring brand personality using emoji: findings from Mokken scaling
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ORIGINAL ARTICLE
Measuring brand personality using emoji: findings from Mokken scaling Salim Moussa1 Revised: 26 March 2020 / Accepted: 4 November 2020 © Springer Nature Limited 2020
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
Introduction From human personality to brand personality Psychologists define the substance of human personality as “the systematic description of traits” (McCrae and Costa 1987, p. 81), with traits being “relatively enduring styles of thinking, feeling, and acting” (McCrae and Costa 1997, p. 509). After decades of research on taxonomy of human personality, psychologists have achieved a consensus according to which there are five dimensions (or factors) that provide a comprehensive description of personality, namely: Openness (to experience), Conscientiousness, Extraversion; Agreeableness, and Neuroticism (also called Emotional Stability). These dimensions are commonly known as “The Big Five” and designated by the acronym OCEAN (Caprara et al. 2001; Mulyanegara et al. 2009). While in psychology persons represent the focus of study, in marketing, they (i.e., as consumers) are not the only one marketplace participants. Other entities such as brands * Salim Moussa [email protected] 1
Institut Supérieur des Études Appliquées en Humanités, Cité des Jeunes, 2133 Gafsa, Tunisia
jointly define the marketplace with consumers, and they also need to be substantively studied. The idea that a brand can have a personality could be traced back to the midst of the 20th century (Gardner and Levy 1955). Building on earlier literature that established the conceptual foundations of brand personality (Blackston 1993; Plummer 1985), Aaker (1997) proposed its most widely accepted formal definition. Assuming that consumers naturally view a brand as a person (i.e., Animism) and ascribe humanlike qualities to it (i.e., Anthropomorphism) (Aaker and Fournier 1995), Aaker (1997, p. 347) conceives bra
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