Edith Cowan University
Faculty of Business and Law
School of Marketing, Tourism and Leisure
Theory suggests that Quintessence (Q), an emotional/spiritual connection to a product, relates positively to Word of Mouth marketing (WOM). This paper investigates if consumers who experience Quintessence (Q+) share the same behavioural indicators as consumers who participate in strong Word of Mouth behavior (WOM+). Survey data from subscribers to an online entertainment service demonstrated that Q+ and WOM+ consumers shared similar characteristics, those who experienced Quintessence (Q+) spread significantly more WOM than those without Quintessence.