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Chinese Name



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):

  • SDG 3 - Good Health and Well-being
  • SDG 8 - Decent Work and Economic Growth
  • SDG 12 - Responsible Consumption and Production
  • SDG 16 - Peace, Justice and Strong Institutions


Dive into the research topics where Gerard P PRENDERGAST is active. Topic labels come from the works of this scholar.
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Collaborations and top research areas from the last five years

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