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Dr. Juno Lim

Associate Professor of Marketing
State Farm Hall of Business - SFH 231
  • About
  • Education
  • Awards & Honors
  • Research


Joon Ho (Juno) Lim teaches in the Advanced Marketing Analytics area. He earned his Ph.D. in Business Administration – Marketing from Texas A&M University, his Master’s degree in Applied Statistics from The Ohio State University, and his Bachelor’s degree in Business Administration from University of Seoul.

Current Courses

345.001Advanced Marketing Analytics

345.002Advanced Marketing Analytics

445.001Advanced Marketing Analytics

232.002Marketing Research

Teaching Interests & Areas

Marketing Analytics, Marketing Research, Marketing Strategy, Principles of Marketing, Digital Marketing

Research Interests & Areas

Empirical modeling of consumer behavior and firm decision-making. His research focuses on marketing & public policy, nutrition labeling, data breach, branding (logo and color in business), multichannel retailing, package design, sports marketing, and inclusive marketing.

PhD Business Administration (Marketing)

Texas A&M University

MS Applied Statistics

The Ohio State University
Columbus, Ohio

BBA Business Administration

University of Seoul

2022-2023 University Research Grant (URG)

Illinois State University - College of Business

2020-2021 COB Outstanding Researcher Award

College of Business - Illinois State University

2018 Marketing Department Chairperson Faculty Scholar

Marketing Department - Illinois State University

Featured Research from the College of Business

College of Business - Illinois State University

New Faculty Startup Support Program

Illinois State University - Office of Research & Graduate Studies

Journal Article

Lim, Joon Ho, Leigh Anne Donovan, Peter Kaufman, and Chiharu Ishida (2021), “Professional Athletes’ Social Media Use and Player Performance: Evidence from the National Football League,” International Journal of Sport Communication, 14 (1), 33−59.
Delpechitre, Duleep, Aditya Gupta, Arash H. Zadeh, Joon Ho Lim, and Steven A. Taylor (2020), "Toward a New Perspective on Salesperson Success and Motivation: A Trifocal Framework," Journal of Personal Selling & Sales Management, 40 (4), 267-288.
Lim, Joon Ho, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan (2020), “Competitive Effects of Front-of-Package Nutrition Labeling Adoption on Nutritional Quality: Evidence from Facts Up Front–Style Labels,” Journal of Marketing, 84 (6), 3−21.
Kim, Min Jung and Joon Ho Lim (2019), “A Comprehensive Review on Logo Literature: Research topics, Findings, and Future Directions,” Journal of Marketing Management, 35 (13−14), 1291−1365.
Janakiraman, Ramkumar, Joon Ho Lim, and Rishika Rishika (2018), “The Effect of Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer,” Journal of Marketing, 82 (2), 85−105.


Show Us Your Name: The Effect of Power Distance Beliefs on Evaluations of Wordmark Logos. Association for Consumer Research Conference 2023. (2023)
Does Professional Athletes' Humility and Activity on Social Media Impact Team and Player Performance? Evidence from National Football League. 2019 AMA Winter Academic Conference. (2019)
The Impact of In-Store Product Recommendation Technology on Customer Behavior: Evidence from a Multichannel Retailer. 39th ISMS Marketing Science Conference. (2017)
The Effect of Customer Data Breach on Customers’ Purchase and Channel Choice Behavior: Evidence from a Natural Experiment. 37th ISMS Marketing Science Conference. (2015)

Grants & Contracts

College of Business Research Fellowship and University Research Grant (URG). College of Business. Illinois State University. (2022)
College of Business Research Fellowship and University Research Grant (URG). College of Business. Illinois State University. (2019)