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Predicting premium proneness
Prendergast, Gerard P.; Poon, Derek T. Y.; Tsang, Alex S. L. - In: Journal of advertising research 48 (2008) 2, pp. 287-296
Persistent link: https://www.econbiz.de/10003742682
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The interactive influence of country of origin of brand and product involvement on purchase intention
Prendergast, Gerard P.; Tsang, Alex S. L.; Chan, Cherry … - In: The journal of consumer marketing 27 (2010) 2/3, pp. 180-188
Persistent link: https://www.econbiz.de/10003987457
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Linking sports sponsorship with purchase intentions : team performance, stars, and the moderating role of team identification
Ngan, Heidi M. K.; Prendergast, Gerard P.; Tsang, Alex S. L. - In: European journal of marketing : EJM 45 (2011) 4, pp. 551-566
Persistent link: https://www.econbiz.de/10009010618
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Is a "star" worth a thousand words? : the interplay between product-review texts and rating valences
Tsang, Alex S. L.; Prendergast, Gerard P. - In: European journal of marketing : EJM 43 (2009) 11/12, pp. 1269-1280
Persistent link: https://www.econbiz.de/10009525795
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Predicting handbill avoidance in Hong Kong and the UK
Prendergast, Gerard P.; Tsang, Alex S. L.; Cheng, Ranis - In: European journal of marketing : EJM 48 (2014) 1/2, pp. 132-146
Persistent link: https://www.econbiz.de/10010344234
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Sales promotion strategies and belief in luck
Prendergast, Gerard P.; Thompson, Edmund R. - In: Psychology & marketing 25 (2008) 11, pp. 1043-1062
Persistent link: https://www.econbiz.de/10003774629
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The role of socializing agents in communicating healthy eating to adolescents : a cross-cultural study
Chan, Kara; Prendergast, Gerard P.; Grønhøj, Alice; … - In: Journal of international consumer marketing 23 (2011) 1, pp. 59-74
Persistent link: https://www.econbiz.de/10008858057
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Match game : linking sponsorship congruence with communication outcomes
Prendergast, Gerard P.; Poon, Derek; West, Douglas C. - In: Journal of advertising research 50 (2010) 2, pp. 214-226
Persistent link: https://www.econbiz.de/10003991914
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Antecedents to advertising avoidance in China
Prendergast, Gerard P.; Cheung, Wah-leung; West, Douglas C. - In: Journal of current issues and research in advertising : … 32 (2010) 2, pp. 87-100
Persistent link: https://www.econbiz.de/10008822597
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Consuming luxury brands : the relevance of the "rarity principle"
Phau, Ian; Prendergast, Gerard P. - 2010
Persistent link: https://www.econbiz.de/10003922855