معرفی
Dr Ursula Bougoure is a Lecturer in Marketing at the University of Queensland's Faculty of Business, Economics and Law. Her research focuses on consumer behavior, brand management, service quality, and cross-cultural marketing dynamics. She has published extensively on topics such as brand relationships, service recovery, and consumer decision-making processes.
Her work spans diverse industries including fast food, fashion, and retail, with notable studies on Malaysian and Hong Kong markets. Bougoure's research often integrates frameworks like DINESERV for service quality analysis and explores how brand extensions impact parent-brand equity. She also investigates psychological aspects of consumer behavior, such as self-gifting motivations and recreational shopping identities.
Leveraging both quantitative and qualitative methodologies, her contributions address practical challenges in brand management and service optimization. Bougoure’s publications reflect a commitment to bridging theoretical marketing concepts with real-world business applications.
