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Jill Quest

  • 01202 965244
  • jquest at bournemouth dot ac dot uk
  • Senior Lecturer in Corporate & Marketing Communications
  • Weymouth House W420, Talbot Campus, Fern Barrow, Poole, BH12 5BB
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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.


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
  • Brand Principles level 4

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.
  • Governor at Corfe Hills School
  • Board Member Bournemouth and Poole Sustainable Food Cities

Consultancy Activities

  • Brand Audit for Wilton Wholefoods, Brand Audit. Wilton Wholefoods, Melanie Gray, 01 Dec 2015


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


  • Chartered Institute of Marketing MCIM, Member (2002-),
  • Higher Educational Academy, Fellow (2007-),
The data on this page was last updated at 04:12 on July 22, 2019.