Projects per year
Personal profile
Chinese Name
彭嘉諾
Biography
Gerard Prendergast is Professor of Marketing, Associate Dean, and Director of the International Institute for Business Development, Hong Kong Baptist University (HKBU). He previously held faculty positions in a variety of countries, having taught Bachelor, Master and Doctoral programs across Africa, Asia, Europe, and the Middle East. His research focuses on marketing communications and marketing ethics, having published more than 100 journal articles generating 8,000+ citations. He is Associate Editor of the International Journal of Advertising, and is on the editorial boards of several leading journals. In the past he has received awards from the Journal of Advertising, International Journal of Advertising, Marketing Intelligence and Planning, the American Academy of Advertising and Emerald Literati. Apart from research, Professor Prendergast has received the HKBU School of Business Award for Outstanding Performance in Teaching in 2010, the Vice-President’s Faculty Performance Award in 2011, the School of Business Award for Outstanding Performance in Teaching in 2017, the HKBU General Education Teaching Award in 2018, the School of Business Team Teaching Award in 2018, and the President’s Award for Team Teaching in 2019.
Research Interests
Marketing communications
Marketing ethics
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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Dive into the research topics where Gerard P PRENDERGAST is active. Topic labels come from the works of this scholar.
- 1 Similar Scholars
Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
Projects
- 1 Finished
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Predicting healthy eating behavior among adolescents using the Theory of Planned Behavior
CHAN, K. K. W. & PRENDERGAST, G. P.
1/12/13 → 31/07/15
Project: Research project
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Marketing experts are always right…aren't they? Disentangling the effects of expertise and decision-making processes
Montecchi, M., Gvirtz, A., Plangger, K., Prendergast, G. P. & West, D., Jul 2024, In: Psychology & Marketing. 41, 7, p. 1432-1442 11 p.Research output: Contribution to journal › Journal article › peer-review
Open Access -
Do the happy-go-lucky?
Thompson, E. R., Prendergast, G. P. & Dericks, G. H., Jan 2022, In: Current Psychology. 41, 1, p. 29-40 12 p.Research output: Contribution to journal › Journal article › peer-review
Open Access4 Citations (Scopus) -
The role of reciprocity and reputation in service relationships with arts organisations
Toscani, G. & Prendergast, G., 16 Aug 2022, In: Journal of Services Marketing. 36, 6, p. 800-812 13 p.Research output: Contribution to journal › Journal article › peer-review
2 Citations (Scopus) -
Personality, Luck Beliefs, and (Non-?) Problem Lottery Gambling
Thompson, E. R., Prendergast, G. P. & Dericks, G. H., Apr 2021, In: Applied Research in Quality of Life. 16, 2, p. 703-722 20 p.Research output: Contribution to journal › Journal article › peer-review
Open Access1 Citation (Scopus) -
The Features and Effectiveness of Chinese Language Online Recommendations
Ng, R., Prendergast, G. P. & Chang, L. M. K., 8 Aug 2021, In: Journal of International Consumer Marketing. 33, 4, p. 371-385 15 p.Research output: Contribution to journal › Journal article › peer-review
2 Citations (Scopus)
Prizes
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Aston Business School International Teachers Programme (ITP) Scholarship
PRENDERGAST, Gerard P (Recipient), 1994
Prize
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Emerald Literati Network Awards for Excellence 2012
CHAN, Kara K W (Recipient), PRENDERGAST, Gerard P (Recipient), Grønhøj, Alice (Recipient) & Bech-Larsen, Tino (Recipient), 2012
Prize: Award
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International Journal of Advertising Best reviewer Award
PRENDERGAST, Gerard P (Recipient), 2007
Prize
Activities
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Perception and practices of healthy eating: a comparison study among adolescents in Hong Kong and Mainland China
Kara K W CHAN (Speaker), Gerard P PRENDERGAST (Speaker) & Yanni Ma (Speaker)
15 Jul 2015 → 18 Jul 2015Activity: Conference/talk/lecture/symposium/speech/workshop, etc › Event organized by non-HKBU units
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Predicting Chinese adolescents’ intentions to engage in healthy eating
Kara K W CHAN (Speaker), Gerard P PRENDERGAST (Speaker) & Yu Leung NG (Speaker)
1 Dec 2014 → 3 Dec 2014Activity: Conference/talk/lecture/symposium/speech/workshop, etc › Event organized by non-HKBU units
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Adolescents’ perceptions of healthy eating and attitudes toward regulatory measures: A Denmark-Hong Kong comparison
Kara K W CHAN (Speaker), Gerard P PRENDERGAST (Speaker), Alice Gronhoj (Speaker) & Tino Bech-Larsen (Speaker)
4 Jun 2010 → 6 Jun 2010Activity: Conference/talk/lecture/symposium/speech/workshop, etc › Event organized by non-HKBU units
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International Journal of Advertising (Journal)
Gerard P Prendergast (Associate editor)
2008 → …Activity: Publication peer-review/editorial work › Editor/reviewer for publications (incl. CDCF T61 Journal Editor)
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Marketing Intelligence and Planning (Journal)
Gerard P PRENDERGAST (Member of editorial board)
2006 → …Activity: Publication peer-review/editorial work › Editor/reviewer for publications (incl. CDCF T61 Journal Editor)