About the School

Academic Departments

Prof. Gerard P.J. Prendergast 彭嘉諾 教授

Professor, Department of Marketing

Associate Dean (Internationalisation and External Relations), School of Business; Director, IIBD

Academic & Professional Qualifications

BCom(Hons) Otago, PhD Massey

Research Interests

Marketing Communication, Marketing Ethics

  • Ngan, Heidi M.K., Prendergast, Gerard P., & Tsang, Alex S. L. (2011). Linking Sports Sponsorship with Purchase Intentions: Team Performance, Stars, and the Moderating Role of Team Identification. European Journal of Marketing, 45(4), 551-566.
  • Prendergast, G., Cheung, W., & West, D. (2010). Antecedents to Advertising Avoidance in China. Journal of Current Issues and Research in Advertising, 32(2), 87-100.
  • Prendergast, G., Poon, D., & West, Douglas C. (2010). Match Game: Linking Sponsorship Congruence with Communication Outcomes. Journal of Advertising Research, 50(2), 214-226.
  • Prendergast, G., Ko, D., & Yuen, Siu Yin V. (2010). Online Word of Mouth and Consumer Purchase Intentions. International Journal of Advertising, 29(5), 687-708.
  • Prendergast, G. P., Tsang, A. S. L., & Chan, C. N. W. (2010). The Interactive Influence of Country of Origin of Brand and Product Involvement on Purchase Intention. Journal of Consumer Marketing, 27(2), 180-188.
  • Chan, K., Prendergast, Gerard P., Grønhøj, A., & Beach-Larsen, T. (2010). The Role of Socializing Agents in Communicating Healthy Eating to Adolescents: A Cross-Cultural Study. Journal of International Consumer Marketing, 23(1), 59-71.
  • Prendergast, G., Liu, P., & Poon, T. Y. (2009). A Hong Kong Study of Advertising Credibility. Journal of Consumer Marketing, 26(5), 320-329.
  • Chan, K., Prendergast, G., Gronhoj, A., & Bech-Larsen, T. (2009). Adolescents' Perceptions of Healthy Eating and Communication about Healthy Eating. Health Education, 109(6), 474-490.
  • West, D. C., & Prendergast, G. (2009). Advertising and Promotions Budgeting Sophistication and the Role of Risk. European Journal of Marketing, 43((11/12)), 1475-1476.
  • Chan, K., Prendergast, G., Gronhoj, A., & Bech-Larsen, T. (2009). Communicating Healthy Eating to Adolescents. Journal of Consumer Marketing, 26(1), 6-14.
  • Tsang, A. S. L., & Prendergast, G. (2009). Does Culture Affect Evaluation Expressions? A Cross-cultural Analysis of Chinese and American Computer Game Reviews. European Journal of Marketing, 43(5/6), 686-707.
  • Tsang, A. S. L., & Prendergast, G. (2009). Is a Star Worth a Thousand Words? The Interplay between Product-Review Texts and Rating Valences. European Journal of Marketing, 43(11/12), 1269-1280.
  • Prendergast, G., Tsang, A. S. L., & Lo, C. Y. (2008). Antecedents of the Intention to Seek Samples. European Journal of Marketing, 42(11/12), 1162-1169.
  • Prendergast, G., Cheung, W. L., & West, D. C. (2008). Antecedents to Offensive Advertising in Modern China. Journal of Advertising Research, 48(4), 484-495.
  • Prendergast, G. P., Poon, T. Y., Tsang, A. S. L., & Fan, T. Y. (2008). Predicting Premium Proneness. Journal of Advertising Research, 48(2), 287-296.
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