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Dr Jill Quest

  • u_questj at bournemouth dot ac dot uk
  • Senior Lecturer In Corporate and Marketing Communications
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Biography

Jill Quest is a senior lecturer at Bournemouth University and her knowledge and expertise lie in the field of Brand Meaning. This is rooted in her previous practitioner fmcg and tourism experience in industry coupled with her teaching and research in the branding arena. She has a PhD in Brand Meaning. Her approach is underpinned by brands doing good and those adopting a sustainable agenda. She is a board member of the Bournemouth and Poole Sustainable Food Cities Partnership.

Research

Jill's PhD explores the tangibility of brand meaning; it is a study of local food brands. This study contributes to knowledge in that it updates Hirschman’s (1980;1998) layers of meaning, making it fit for 21st century brands. It departs from previous methodological approaches used within both local food and sensory congruency fields of literature by using quasi-ethnographic methods. This study contributes to knowledge in that brand meaning can flow from functional attributes of local food brands. This category generates high involvement and elicits considered decision making. Furthermore, sensorial incongruity has implications for creating patterns of brand meaning. The dis-harmony created within the patterns creates a distinctive brand meaning. Congruency may not be necessary as it is the pattern that creates meaning and not consistency across the set of associations and this is an intriguing and important contribution to knowledge.

New perspectives are offered on the notions of doing good, evidenced by tangible attributes that connect with feeling good through intangible associations, by consuming local food brands.

The most important new perspective and contribution to knowledge concerns brand meaning structures. Hierarchical connections across tangible attributes and intangible associations should not always be assumed. This runs contrary to the assertions of many brand and consumer behaviour scholars who have adopted a sequential, hierarchical approach to understanding brand meaning...

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Favourites

Journal Articles

Books

Conferences

  • Quest, J., 2019. Transitioning towards a Sustainable Food City. In: 17th International Congress on Public and Nonprofit Marketing 06/09/2018 Bournemouth.
  • Quest, J., 2018. “To explore the tangible attributes contributing to Brand Meaning. A study of local food brands”. In: Emma Doctoral Summer School 03/07/2018 Bournemouth.
  • Quest, J., Eccles, S., 2017. "Just taste this - what do you think?". In: AMA 12th Global Brand Conference: Sensory Branding 26/04/2017 Linnaeus University School of Business and Economics, Kalmar, Sweden.
  • Birch, D., Quest, J., Shiel, C., Memery, J., 2016. Towards a sustainable food city: The case of the Bournemouth and Poole Sustainable Food City Partnership. In: International Food Marketing Research Symposium 13/06/2016 Bologna. International Food Marketing Research Symposium.
  • Eccles, S., Quest, J., 2016. “Eat up, it’s good for you!” Local foods as brands that ‘do good’. In: Academy of Marketing Global Brand Conference 27/04/2016 Bradford.
  • Quest, J., 2015. To explore the tangibility of brand meaning of local food brands. In: AM2015 The Magic in Marketing 07/07/2015 Limerick.
  • Quest, J., 2015. To explore the brand meaning of local food brands. In: Consumer Brand Relationships 21/05/2015 Porto Business School, Portugal.
  • Quest, J., 2014. To explore the tangibility of brand meaning of local food brands from a consumer perspective. In: Academy of Marketing 07/07/2014 Bournemouth.

Theses

Profile of Teaching PG

  • Integrated Marketing Communications
  • Brands and Brand Communications
  • Masters Project Supervisor

Profile of Teaching UG

  • Brand Management level 6 final year option
  • Brands and Brand Communications level 5 BSc Marketing
  • Dissertation Supervisor
  • Live Marketing Communications Campaigns level 5 BA Marketing Communications
  • Live Advertising Campaigns 2019 with Red Bull and Mindshare

Public Engagement & Outreach Activities

  • Board member (02 Jan 2012-31 Dec 2022)
  • Board Member Sustainable Cities Partnership Bournemouth and Poole (01 Jun 2011-31 Dec 2020)

Qualifications

  • PhD in Brand Meaning (Bournemouth University, 2019)
  • MA in Consumer Marketing (Bournemouth University, 2005)
  • PGCE in Academic Practice (Bournemouth University, 2005)
  • PG Diploma in Marketing (Chartered Institute of Marketing, 2002)

Memberships

  • Higher Educational Academy, Fellow (2007-),
  • Chartered Institute of Marketing MCIM, Member (2002-),
The data on this page was last updated at 05:00 on February 17, 2026.