Faculty Directory

Eunjoo Cho

Eunjoo Cho

Assistant Professor

Dale Bumpers College of Agricultural, Food & Life Sciences

(THES)-AFLS-Human Environ Science

Phone: 479-575-4599

Fax: 479-575-7171

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Dr. Eunjoo Cho is an Assistant Professor in the School of Human Environmental Sciences at University of Arkansas. She received a B.S. degree in Apparel Design and Product Development and a M.S. degree in Apparel Merchandising at Hanyang University in Seoul, South Korea. She worked as an Associate Merchandiser at Sourcing & Vendor Development Korea, Branch office of Gap Inc. from 2003-2007. She supported the merchandising division at the head quarter in driving sales profitably through textile and apparel product sourcing, product development, costing, production execution, and quality assurance. She received a Ph.D. degree in Apparel Merchandising and Consumer Behavior at Iowa State University (ISU) and taught Retailing and CAD design courses at ISU from 2007-2011. She currently teaches AMPD 3043 Fashion Brand Management and AMPD 5043 Theories and Practices in Apparel Merchandising.

Dr. Cho’s primary research topic is global branding and marketing strategy for fashion-related brands addressing an importance of consumer psychology. Her research has examined the effects of consumers’ cognitive, sensory, and emotional associations with a fashion brand on their love, respect, and loyalty toward the brand. She embraces diverse approaches to examine factors promoting positive consumer responses (i.e., attitude, purchase intention, loyalty, world of mouth, and willingness to pay) using both qualitative and quantitative research methods. Her secondary research topics include entrepreneurship and sustainability. Using her expertise in behavioral and social science research, she examines marketing and entrepreneurship issues (motivations and barriers) in rural area for migrant women, senior entrepreneurs, and small size farmers.

  • Successful global branding and marketing strategy capturing consumer psychology
  • Expanding the entrepreneurial ecosystem and local food system to enrich community well-being

  • Fashion Merchandising and Marketing
  • Fashion Brand Management

  • Fashion Retailing and Entrepreneurship

AMPD 3043 Fashion Brand Management (U of A – Undergraduate)

AMPD 4023 Merchandising Application for Global Apparel Industry (U of A – Undergraduate)

AFLS 400VH Honors Thesis (U of A - Undergraduate)

AMPD 5043 Theories and Practices in Apparel Merchandising (U of A – Graduate)    

HESC 600V Master's Thesis (U of A - Graduate)


Ph.D. in Apparel Merchandising and Design at Iowa State University, Ames, IA. May 2011.

Master of Science in Clothing and Textiles. Hanyang University, Seoul, South Korea. February 2003.

Bachelor of Science in Clothing and Textiles. Hanyang University, Seoul, South Korea. February 2001.


Cho, E., Fiore, A. M., & Yu, U. (accepted). The impact of fashion innovativeness on variables leading to consumer loyalty. Journal of Consumer Marketing.

Lee, J., Cho, E., & Kim, E. (2017). Exploration of Textile and Apparel curriculum in Mongolia from the academia and industry perspectives. Family & Consumer Sciences Research Journal, 45(4), 345-362.

Yu, U., Cho, E., & Johnson, K. K. P. (2017). Effect of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping. Journal of Global Fashion Marketing, 8(3), 163-176. [Scopus journal]

Rose, J., Cho, E., & Smith, K. R. (2016). Female consumers’ attitudes and purchase intentions toward intimate apparel brands. Fashion, Industry, and Education, 14(2), 12-23.*

Smith, M., Cho, E., & Smith, K. R. (2016). The effects of young consumers’ perceptions of environmentally friendly shopping bags and environmental consciousness on attitudes and purchase intentions. The Research Journal of the Costume Culture, 24(5), 687-696.*

Cho, E., Fiore, A. M., & Russell, D. (2015). Validation of a fashion brand image scale capturing cognitive, sensory, and affective associations: Testing its role in an extended brand equity model. Psychology & Marketing,32(1), 28-48. [SSCI journal]

Cho, E., & Fiore, A. M. (2015). Conceptualizing a new brand image measure for fashion-related brands. Journal of Consumer Marketing, 32(4), 255-265. [Scopus journal]

Boorday, L., Barker, J., Lin, S-H, Cho, E., Lee, Y-A., & Ashdown, S. (2013). Exploration of firefighter turnout gear    part 2: Assessing the needs of female firefighter. Journal of Textile and Apparel, Technology, and Management, 8(2), 1-12.

Barker, J., Boorday, L., Lee, Y-A., Lin, S-H., Cho, E., & Ashdown, S. (2013). Exploration of firefighter turnout gear   part 1: Identifying male firefighter user needs. Journal of Textile and Apparel, Technology, and Management, 8(1), 1-13.

* Indicates student collaboration



2003 - 2007 Associate Merchandiser – Sourcing & Vendor Development Korea, Branch Office of Gap Inc. Seoul, South Korea. 


American Association of Family & Consumer Sciences (AAFCS)

The Costume Culture Association (CCA)

The International Textile and Apparel Association (ITAA)

The Korean Society of Costume (KSC)

The Korean Society of Fashion Business (FB) - Director of Editorial Affair



2015 Recognition as an Honors Program Mentor, Bumpers College of AFLS, U of  A.

2015 Most Outstanding Faculty Member nominee (70 out of 1,288), U of A.

2014 New Faculty Commendation for Teaching Commitment, Wally Cordes Teaching and Faculty Support Center, U of A.

2014 Outstanding Mentor Award, Office of Nationally Competitive Awards and the Provost’s office, U of A.

2013 Recognition as the number six for the most frequently downloaded dissertation in 2013 (5,466 downloads), Iowa State University. Dissertation title “Development of a brand image scale and the impact of lovemarks on brand equity.”

2012 Graduate Student Best Paper Award- Doctoral Runner-up, ITAA.

2011 Excellent Research Award- Doctoral level, Iowa State University.

2011 Herren Graduate Fellowship, Iowa State University.

2009 Marjorie Joseph Scholarship for Beginning Doctoral Students, ITAA.

2009 Sara Douglas Fellowship for Professional Promise, ITAA.

Received by undergraduate students

2014 Awards in the merchandising board competition, The Fashion Group International of Dallas Career Day; Gonzalez, Alejandra – The first place with $500 scholarship and Watson, Jenna – The third place with $200 scholarship. Faculty mentor: Cho, E.

2014 The Bumpers College Undergraduate Research Grant. Honors Thesis Title: Impact of Environmentally Friendly Packaging on Consumers' Attitudes and Patronage Intentions toward Retail Apparel Brands. Amount: $1,000.00. Investigator: Smith, M., Faculty mentor: Cho, E.

Received by graduate student

2015 School of Human Environmental Sciences, Outstanding Master Student Award, Rose, Jennifer, Faculty mentor: Cho, E.

2014 School of HESC Graduate Student Research Grant. Thesis Title: The Effects of Brand Familiarity on Attitudes and Purchase Intentions toward Intimate Apparel Brands. Amount: $1,000.00. Investigator: Rose, J., Faculty mentor: Cho, E.