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.

品牌个性（BP）度量是一个引起广泛关注的研究领域。对现存的血压量表的检查显示：（a）所有这些量表都是通过言语刺激来测量血压的；（b）其中大多数是用一种语言编写的，并在一个国家进行了测试；（c）其中大多数是分别使用经典测试理论和因子分析程序作为“框架”和“选择方法”开发的。这项研究探索了使用表情符号（一种新的通用非语言语言）来测量BP的可能性。它采用了在人格研究中称为Mokken缩放的非参数项目响应理论程序。通过对30个表情符号进行在线调查，评估了四个全球品牌，从10个国家的416名受访者那里收集了数据。结果表明，在30个表情符号中，有17个形成了四个强而可靠的Mokken量表，用于衡量令人愉快，认真/开放，外向和神经质的维度。拟议的基于表情符号的量表代表了一项非常有价值的量度，适用于国家和跨国BP研究。