Dr. Juno Lim
Associate Professor of Marketing
Marketing
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Office
SFHB State Farm Hall Of Business 231
Office Phone
Email
- About
- Education
- Awards & Honors
- Research
Biography
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
MKT 345.001 Advanced Marketing Analytics
MKT 445.001 Advanced Marketing Analytics
MKT 445.002 Advanced Marketing Analytics
MKT 232.005 Marketing Research
MKT 232.002 Marketing 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
Seoul
2025-2026 University Research Grant (URG)
Illinois State University - College of Business
2025
2022-2023 University Research Grant (URG)
Illinois State University - College of Business
2022
2020-2021 COB Outstanding Researcher Award
College of Business - Illinois State University
2020
2018 Marketing Department Chairperson Faculty Scholar
Marketing Department - Illinois State University
2018
Featured Research from the College of Business
College of Business - Illinois State University
2018
New Faculty Startup Support Program
Illinois State University - Office of Research & Graduate Studies
2016
Grants & Contracts
College of Business Research Fellowship and University Research Grant (URG). College of Business. Illinois State University. (2025)
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)
Book, Chapter
Kim, M., & Lim, J. Visual Brand Identity: The Role of Logos in Brand Management. Lia Zarantonello, Daniela Andreini (EDs), The SAGE Handbook of Brand Management. SAGE (2026)
Journal Article
Kim, M., Kim, Y., & Lim, J. Exploring Power Distance Belief in Logo Evaluation: A Case of Luxury Fashion Brands’ Name-Only Logos. Journal of Global Marketing (2026): 1-13.
Park, E., & Lim, J. The Impact of Healthcare Data Breaches on Patient Hospital Visit Behavior. International Journal of Research in Marketing 42.4, Part B (2025): 1285−1304.
Wang, H., Good, V., & Lim, J. Online Retail Formats and Product Performance: The Moderating Role of Product Characteristics. Journal of Business Research 198.115509 (2025)
Wang, H., Good, V., Lim, J., & Hsieh, M. Sell on, sell to, or sell through: The sales performance implications of brand-platform selling arrangements. Journal of Retailing 100.4 (2024): 583−601.
Lim, J., Donovan, L., Kaufman, P., & Ishida, C. Professional Athletes’ Social Media Use and Player Performance: Evidence from the National Football League. International Journal of Sport Communication 14.1 (2021): 33-59.
Delpechitre, D., Gupta, A., Zadeh, A., Lim, J., & Taylor, S. Toward a New Perspective on Salesperson Success and Motivation: A Trifocal Framework. Journal of Personal Selling & Sales Management 40.4 (2020): 267-288.
Lim, J., Rishika, R., & Janakiraman, R. Competitive Effects of Front-of-Package Nutrition Labeling Adoption on Nutritional Quality: Evidence from Facts Up Front–Style Labels. Christine Moorman (EDs). Journal of Marketing 84.6 (2020): 3-21.
Kim, M., & Lim, J. A Comprehensive Review on Logo Literature: Research topics, Findings, and Future Directions. Journal Of Marketing Management 35.13-14 (2019): 1291-1365.
Janakiraman, R., Lim, J., & Rishika, R. The Effect of Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer. Journal Of Marketing 82.2 (2018): 85-105.
Taylor, S., Hartman, N., & Lim, J. Customer Journeys through the Eyes of Undergraduate College Students. Journal Of Consumer Satisfaction, Dissatisfaction And Complaining Behavior 30 (2017): 119-138.
Taylor, S., Ishida-Lambert, C., Lim, J., & Delpechitre, D. Transformative Service Practice in Higher Education: A Cautionary Note. Journal Of Consumer Satisfaction, Dissatisfaction And Complaining Behavior 30 (2017): 77-96.
Presentations
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)