An Exploratory Study Correlating Quintessence With Brand-Related Behaviour and Perceptions of Value

Quintessence is a socially-constructed, phenomenological experience in which products ascend from the mundane to the sacred. Although quintessence can be constructed in several ways, this paper examines quintessence that arises from customer-perceived perfection in form and function during the product experience. The authors use quantitative data from an Australian online video entertainment rental service to correlate quintessence with other brand-related behaviours. The literature review explores the connection between quintessence, which comes to marketing through Consumer Culture Theory, and Service-Dominant Logic. The data analysis results indicate positive preliminary correlations between quintessence and perceptions of value, cultish behaviour, word of mouth marketing, and customer satisfaction. The authors also begin to draw a correlation between quintessence and customer evangelism.

Citation:

Nathalie Collins, Hanna Glaebe, and Jamie Murphy (2012) ,"An Exploratory Study Correlating Quintessence With Brand-Related Behaviour and Perceptions of Value", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 138-144.