Prof. Gerard P.J. Prendergast  彭嘉諾 教授

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

Department of Marketing, School of BusinessWLB 502, 34 Renfrew Road, Kowloon Tong, H.K. Tel: (852) 3411 7570    Email: gerard@hkbu.edu.hk     

Research Interest  Marketing Communication, Marketing Ethics

Publications

Prendergast, G. P., & Tsang, A. S. (2019). Explaining Socially Responsible Consumption. Journal of Consumer Marketing,36 (1), 146-154, doi: https://doi.org/10.1108/JCM-02-2018-2568.

Lee, M., Chan, A. K., & Prendergast, G. P. (in press, 2019). When Marketing Dare not Speak its Name: UnderstandingMarket Orientation in Chinese NGOs. Journal of Nonprofit & Public Sector Marketing.

Prendergast, Gerard P., Paliwal, A., & Chan, K. (2018). Trust in online recommendations: An evolutionary psychologyperspective. International Journal of Advertising, 37 (2), 199-216, doi: 10.1080/02650487.2016.1239879.

Toscani, G., & Prendergast, Gerard P. (2018). Sponsees: the silent side of sponsorship research. Marketing Intelligence &Planning, 36 (3), 396-408, doi: 10.1108/MIP-10-2017-0228.

Toscani, G., & Prendergast, Gerard P. (in press, 2018). Arts Sponsorship Versus Sports Sponsorship: Which Is Better forMarketing Strategy? Journal of Nonprofit & Public Sector Marketing., doi: 10.1080/10495142.2018.1526748.

Lai, S. C., & Prendergast, Gerard P. (in press, 2018). How men interpret women's luxury brand signals. Journal of FashionMarketing and Management., doi: 10.1108/JFMM-02-2018-0025.

Prendergast, Gerard P., Paliwal, A., & Mazodier, M. (2016). The Hidden Factors Behind Sponsorship and Image Transfer. Journal of Advertising Research, 56 (2), 132-135, doi: 10.2501/JAR-2016-026.

Prendergast, Gerard P., Hui, S., & Yip, P. (2016). Local Residents' Perceptions of an Influx of Tourists: A Hong Kong CaseStudy. Journal of International Consumer Marketing, 28 (4), 283-293, doi: 10.1080/08961530.2016.1165160.

Chan, K., Prendergast, Gerard P., & Ng, Y. (2016). Using an expanded Theory of Planned Behavior to predict adolescents'intention to engage in healthy eating. Journal of International Consumer Marketing, 28 (1), 16-27, doi:10.1080/08961530.2015.1089088.

Thompson, Edmund R., & Prendergast, G. (2015). The influence of trait affect and the five-factor personality model onimpulse buying. Personality and Individual Differences, 76 (2), 216-221, doi: 10.1016/j.paid.2014.12.025.

Prendergast, Gerard P., Ma, S., & Tsui, E. (2015). A surprisingly complex life: Sue Leung's story. Asia-Pacific Psychiatry, 7(2), 190-196, doi: 10.1111/appy.12121.

Prendergast, Gerard P., Tsang, Alex S.L., & Cheng, R. (2014). Predicting handbill avoidance in Hong Kong and the UK. European Journal of Marketing, 48 (1/2), 132-146, doi: 10.1108/EJM-05-2011-0244.

Chan, K., Ng, Y., & Prendergast, Gerard P. (2014). Should Different Marketing Communication Strategies Be Used toPromote Healthy Eating Among Male and Female Adolescents? Health Marketing Quarterly, 31 (4), 339–352, doi:10.1080/07359683.2014.966005.

Prendergast, Gerard P., Li, S., & Li, C. (2014). Consumer perceptions of salesperson gender and credibility: an evolutionaryexplanation. Journal of Consumer Marketing, 31 (3), 200-211, doi: 10.1108/JCM-09-2013-0695.

Thompson, Edmund R., & Prendergast, Gerard P. (2013). Belief in luck and luckiness: conceptual clarification and measurevalidation. Personality and Individual Differences, 54 (4), 501-506, doi: 10.1016/j.paid.2012.10.027.

Prendergast, Gerard P., & Thompson, Edmund R. (2013). Rational and irrational influences on lucky draw participation. International Journal of Advertising, 32 (1), 85-100, doi: 10.2501/IJA-32-1-085-100.

Prendergast, Gerard P., & Lam, C. (2013). An evolutionary explanation for shopping behavior. Journal of ConsumerMarketing, 30 (4), 366-370, doi: 10.1108/JCM-02-2013-0456.

Prendergast, Gerard P., & Chan, M. (2013). Donors' experience of sustained charitable giving: a phenomenological study. Journal of Consumer Marketing, 30 (2), 130-139, doi: 10.1108/07363761311304942.

Prendergast, Gerard P., Wai, K., & Cheung, W. (2012). The hand the bill....or both? The role of credibility in handbillacceptance. Journal of Advertising Research, 52 (1), 128-135, doi: 10.2501/JAR-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 ofhealthy 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 CommunicationOutcomes. Journal of Advertising Research, 50 (2), 214-226, doi: 10.2501/S0021849910091361.

Prendergast, G., Cheung, W., & West, D. (2010). Antecedents to Advertising Avoidance in China. Journal of Current Issuesand Research in Advertising, 32 (2), 87-100, doi: 10.1080/10641734.2010.10505287.

Prendergast, G., Ko, D., & Yuen, Siu Yin V. (2010). Online Word of Mouth and Consumer Purchase Intentions. InternationalJournal of Advertising, 29 (5), 687-708, doi: 10.2501/S0265048710201427.

Prendergast, G. P., Tsang, A. S.L., & Chan, C. N.W. (2010). The Interactive Influence of Country of Origin of Brand andProduct 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 inCommunicating Healthy Eating to Adolescents: A Cross-Cultural Study. Journal of International Consumer Marketing, 23 (1),59-71, doi: 10.1080/08961530.2011.524578.

Tsang, A. S.L., & Prendergast, G. (2009). Does Culture Affect Evaluation Expressions? A Cross-cultural Analysis of Chineseand 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 Textsand 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 ConsumerMarketing, 26 (5), 320-329.

Chan, K., Prendergast, G., Gronhoj, A., & Bech-Larsen, T. (2009). Communicating Healthy Eating to Adolescents. Journal ofConsumer Marketing, 26 (1), 6-14.

Chan, K., Prendergast, G., Gronhoj, A., & Bech-Larsen, T. (2009). Adolescents' Perceptions of Healthy Eating andCommunication about Healthy Eating. Health Education, 109 (6), 474-490.

Prendergast, G., Cheung, W. L., & West, D. C. (2008). Antecedents to Offensive Advertising in Modern China. Journal ofAdvertising Research, 48 (4), 484-495.

Prendergast, G. P., Poon, T. Y., Tsang, A. S.L., & Fan, T. Y. (2008). Predicting Premium Proneness. Journal of AdvertisingResearch, 48 (2), 287-296.

Prendergast, G., Tsang, A. S.L., & Lo, C. Y. (2008). Antecedents of the Intention to Seek Samples. European Journal ofMarketing, 42 (11/12), 1162-1169.

Chan, K., & Prendergast, G. (2008). Social Comparison, Imitation of Celebrity Models and Materialism Among ChineseYouth. International Journal of Advertising, 27 (5), 799-826.

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 andPersonality: 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 ofAdvertising, 35, 165-176.

Poon, T. Y., & Prendergast, G. (2006). A New Framework for Evaluating Sponsorship Opportunities. International Journal ofAdvertising, 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 ProductBuyers. 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 ofAdvertising Research, 45 (1), 124-131.

Shi, Y., Cheung, W. L., & Prendergast, G. (2005). The Effectiveness of Sales Promotion Tools in Hong Kong. InternationalJournal of Advertising, 24 (4), 467-486.

Prendergast, G., & Chan, L. W. (2005). The Effectiveness of Cinema Advertising in Hong Kong. International Journal ofAdvertising, 24 (1), 79-93.