Dr Ursula-Sigrid Bougoure

Dr Ursula Sigrid Bougoure is a marketing academic teaching the University of Newcastle's business degree in Singapore. Her research interests include services branding, food consumption and consumer behaviour in Asia. Ursula has recent publications in the Journal of Brand Management and the Journal of Consumer Behaviour.


  • B.Com (Hons.) (Griffith University)
  • PhD (University of Newcastle)


  • branding
  • marketing

Research Areas:

  • service branding
  • consumer behaviour
  • food marketing

Topics Covered:

  • developing brand equity in Hong Kong service industries
  • understanding brand personality in the Australian aviation industry
  • service quality in the fast food industry in Malaysia
  • developing a self-gifting consumer behaviour scale