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Perceptions of Handbills as a Promotional Medium: An Exploratory Study
Prendergast, Gerard; Man, Yuen Sze - In: Journal of advertising research 45 (2005) 1, pp. 124-131
Persistent link: https://www.econbiz.de/10006499599
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How Far Is Too Far? The Antecedents of Offensive Advertising in Modern China
Prendergast, Gerard; Cheung, Wah-Leung; West, Douglas - In: Journal of advertising research 48 (2008) 4, pp. 484-495
Persistent link: https://www.econbiz.de/10008163242
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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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How far is too far? : the antecedents of offensive advertising in modern China
Prendergast, Gerard; Cheung, Wah-leung; West, Douglas C. - In: Journal of advertising research 48 (2008) 4, pp. 484-495
Persistent link: https://www.econbiz.de/10003797945
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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 hidden factors behind sponsorship and image transfer : considerations for bilateral image transfer among sponsors and events
Prendergast, Gerard P.; Paliwal, Aishwarya; Mazodier, Marc - In: Journal of advertising research 56 (2016) 2, pp. 132-135
Persistent link: https://www.econbiz.de/10011518004