Department of Marketing

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

Academic & Professional Qualifications

BCom(Hons) Otago, PhD Massey

Research Interests

Marketing Communication, Socially Responsible Marketing

Publications
  • 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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