About the School

Academic Departments

Prof. Gerard P.J. Prendergast 彭嘉諾 教授

Professor, Department of Marketing

Associate Dean (Internationalisation), School of Business; Director, IIBD; Associate Director, MSocSc in Media Management

Research Interests

Marketing Communication, Marketing Ethics

  • Prendergast, Gerard P., & Lam, C. (2013). An evolutionary explanation for shopping behavior. Journal of Consumer Marketing, 30(4), 366-370.
  • Prendergast, Gerard P., & Chan, M. (2013). Donors' experience of sustained charitable giving: a phenomenological study. Journal of Consumer Marketing, 30(2), 130-139.
  • Prendergast, Gerard P., Wai, K., & Cheung, W. (2012). The hand the bill....or both? The role of credibility in handbill acceptance. Journal of Advertising Research, 52(1), 128-135.
  • 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.
  • Chan, K., Prendergast, G., Grønhøj, A., & Larsen, B. (2011). Comparing Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory measures. Young Consumers, 12(3), 216-228.
  • 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., 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., 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.
  • 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.
  • 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.
  • 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). Communicating Healthy Eating to Adolescents. Journal of Consumer Marketing, 26(1), 6-14.
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