About the School

Academic Departments

Prof. Gerard P.J. Prendergast 彭嘉諾 教授
Position:

Professor, Department of Marketing

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

Research Interests

Marketing Communication, Marketing Ethics

Publications
  • 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.
  • 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.
  • Chan, K., & Prendergast, G. (2008). Social Comparison, Imitation of Celebrity Models and Materialism Among Chinese Youth. International Journal of Advertising, 27(5), 799-826.
  • Prendergast, G., & Thompson, E. R. (2008). Sales Promotion Strategies and Belief in Luck. Psychology & Marketing, 25(11), 1043-1062.
  • Chan, K., & Prendergast, G. (2007). Social Comparison and Materialism Among Adolescents. Social Behavior and Personality: an International Journal, 35(2), 213-228.
  • Prendergast, G. (2007). The Art of Reveiwing. International Journal of Advertising, 26(2), 277-280.
  • Prendergast, G., West, D. C., & Shi, Y. (2006). Advertising Budgeting Methods and Processes in China. Journal of Advertising, 35, 165-176.
  • Poon, T. Y., & Prendergast, G. (2006). A New Framework for Evaluating Sponsorship Opportunities. International Journal of Advertising, 25(4), 169-181.
  • Cheung, W. L., & Prendergast, G. (2006). Buyers' Perceptions of Pirated Products: A China Study. Marketing Intelligence & Planning, 24(5), 446-462.
  • Cheung, W. L., & Prendergast, G. (2006). Exploring the materialism and Conformity Motivations of Chinese Pirated Product Buyers. Journal of International Consumer Marketing, 18(3), 7-31.
  • Prendergast, G., & Yuen, S. M. (2005). Perceptions of Handbills as a Promotional Medium: An Exploratory Study. Journal of Advertising Research, 45(1), 124-131.
  • Shi, Y., Cheung, W. L., & Prendergast, G. (2005). The Effectiveness of Sales Promotion Tools in Hong Kong. International Journal of Advertising, 24(4), 467-486.
  • Prendergast, G., & Chan, L. W. (2005). The Effectiveness of Cinema Advertising in Hong Kong. International Journal of Advertising, 24(1), 79-93.
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