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Dr Jill Quest

  • Senior Lecturer In Corporate and Marketing Communications
  • Weymouth House W420, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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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.


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...



Journal Articles




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 for the Bournemouth and Poole Sustainable Food Cities Partnership
  • 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. I was the lead author on the following paper: Quest, J, Shiel, S. and Watson, S., 2019. Transitioning towards a Sustainable Food City. International Journal of Sustainability in Higher Education. 20 (7), 1258-1277.
  • Board Member Bournemouth and Poole Sustainable Food Cities


  • 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)


  • Higher Educational Academy, Fellow (2007-),
  • Chartered Institute of Marketing MCIM, Member (2002-),