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My research explores the tangibility of brand meaning of local food brands from a consumer perspective. The conceptual framework is derived from Hirschman’s layers of meaning (1980a, 1998) and the direct sensory, idiosyncratic, subcultural and cultural labels, together with the tangible attributes and intangible associations, provide key units of analysis. Hirschman’s earlier attention was to move away from a more product focused or quantitative market research approach to understanding consumers and she was instrumental in a movement that generated a wealth of literature around the intangible associations - the cultural, social and psychological contributions towards brand meaning. However this study focuses on the more neglected tangible attributes to further understand their contribution to brands in the 21st century.
Brand meaning resides in the minds of consumers (Batey 2008) so this research will be explored from their perspective. It adopts an interpretivist approach to uncover subjective meanings held by consumers and their connections with brands. Family households with older children aged 10-15 tend to be the greatest consumers in this area and form the sample population (Mintel 2011). Qualitative approaches such as participant observation supported by in-depth interviews are adopted.
This study seeks to make an original contribution by giving insights into a more neglected area which explores the tangible attributes of brand meaning.
- Beer, S. and Quest, J., 2016. A case study of Dorset and the Eat Dorset Food Festival.. UNWTO.
- Quest, J. and Eccles, S., 2017. "Just taste this - what do you think?". In: AMA 12th Global Brand Conference: Sensory Branding 26-28 April 2017 Linnaeus University School of Business and Economics, Kalmar, Sweden.
- Birch, D., Quest, J., Shiel, C. and 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 13-14 June 2016 Bologna.
- Eccles, S. and Quest, J., 2016. “Eat up, it’s good for you!” Local foods as brands that ‘do good’. In: Academy of Marketing Global Brand Conference 27-29 April 2016 Bradford.
- Quest, J., 2015. To explore the tangibility of brand meaning of local food brands. In: AM2015 The Magic in Marketing 7-9 July 2015 Limerick.
- Quest, J., 2015. To explore the brand meaning of local food brands. In: Consumer Brand Relationships 21-23 May 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 7-10 July 2014 Bournemouth.
Profile of Teaching PG
- Masters Project Supervisor
- Brands and Brand Communications
- Integrated Marketing Communications
Profile of Teaching UG
- Brand Principles level 4
- Live Marketing Communications Campaigns level 5 BA Marketing Communications
- Dissertation Supervisor
- Brands and Brand Communications level 5 BSc Marketing
- Brand Management level 6 final year option
Public Engagement & Outreach Activities
- I have been a Board member for the Sustainable Cities Partnership, Bournemouth and Poole since it was formed from the roots of the Dorset Urban Food Project (DUFP) in 2013. Some of our achievements include: Working with over 80 businesses, 1,000 people and 173 families, Campaigning to become the first Sustainable Fish City in the UK, Introducing Fareshare into the towns, Designing and delivering an award-winning business accreditation scheme, Launching new markets for sustainable food, Developing major new projects including an Urban Growing Network and Hub, and a Community Food Centre, Supporting the development of new growing spaces in areas of deprivation,Working with both Councils to sign a joint statement on food poverty and establishing a Food Poverty Working Group.
- Board Member Bournemouth and Poole Sustainable Food Cities
- Governor at Corfe Hills School
- PG Diploma in Marketing (Chartered Institute of Marketing, 2002)
- PGCE in Academic Practice (Bournemouth University, 2005)
- MA in Consumer Marketing (Bournemouth University, 2005)
- Chartered Institute of Marketing MCIM, Member (2002-),
- Higher Educational Academy, Fellow (2007-),