Academic Profile

Academic Profile

Dr Lim Boon Chong

Lecturer, College of Business (Nanyang Business School) - Division of Marketing

Dr Lim Boon Chong

LIM Boon Chong (Dr.) is a lecturer at Nanyang Business School (NBS) and an Associate Fellow of Institute on Asian Consumer Insight (ACI). In 2011, he graduated from NBS with a PhD in marketing, specialising in consumer behaviour. His academic research includes risk-taking behaviour of entrepreneurs and word-of-mouth communication between consumers.

He has 12 years of teaching experience at the tertiary level. He was certified to facilitate classes using the problem-based learning (PBL) pedagogy during his stint at Republic Polytechnic. He has taught courses in various specializations including marketing, culture and communications, and management of information systems.
Research Interests
LIM Boon Chong is currently doing research on the implementation of self-service technologies in the F&B industry.
Selected Publications
  • Lewis Lim; Wong King Yin; Lim Boon Chong.(2020). Tian Bao Szechuan Kitchen: Positioning an F&B Brand. .
  • Lim Boon Chong; Lewis Lim; Wong King Yin.(2019). agape Little Uni.: Marketing and Branding Challenges at a Pre-School. .
  • Lim, B. C. and Chung, C. M. Y. (2014). Word-of-Mouth: The Use of Source Expertise in the Evaluation of Familiar and Unfamiliar Brands. Asia Pacific Journal of Marketing and Logistics, 26(1), 39-53.
  • Boon C. Lim, Cindy M.Y. Chung. (2011). The impact of word-of-mouth communication on attribute evaluation. Journal of Business Research, 64(1), 6.
  • Hean Tat Keh, Maw Der Foo, Boon Chong Lim. (2011). Opportunity evaluation under risky conditions: The cognitive processes of entrepreneurs. Entrepreneurship Theory and Practice, 27(2), 24.

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