Document Type

Conference Proceeding

Publisher

Edith Cowan University

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

12989

Comments

This article was originally published as: Collins, N., Glaebe, H., & Murphy, J. (2011). Relationships between quintessence and strong word of mouth behaviour. Paper presented at the 2011 Australian and New Zealand Marketing Academy Conference (ANZMAC), Perth Exhibition Centre, Perth, Western Australia. Original article available here

Abstract

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.

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