Match tier
Confirmed
Presence
Current · Arkansas
Last published
2026
Sources
OpenAlex · ORCID
Refreshed
2026-10-05
E
Eunjoo Cho
Affiliation confirmed via AI analysis of OpenAlex, ORCID, and web sources.
Associate Professor
Also affiliated: Iowa State University (2009–2013)
14 h-index
63 pubs
858 cited
Research Areas
Links
Biography and Research Information
OverviewAI-generated summary
Eunjoo Cho, an Associate Professor at the University of Arkansas, investigates consumer behavior, particularly within the fashion industry. Her research explores the development and validation of scales to measure brand image, encompassing cognitive, sensory, and affective associations. Cho's work also examines the impact of social factors on consumer decisions, such as social connectedness in social commerce and the motivations behind purchasing pre-owned luxury fashion items among young adults. She has also conducted qualitative research on the barriers and motivators for entrepreneurship among Latina individuals.
Cho's scholarship includes 79 publications with 869 citations and an h-index of 14. She has collaborated with several researchers at the University of Arkansas, including Stephanie K. Hubert, Amanda Terrell, Laura P. Toloza, and Murphy Aycock, on multiple shared publications. Her recent work, published in 2023, delves into the motivations and perceived value of online second-hand luxury fashion shopping.
Metrics
- h-index: 14
- Publications: 63
- Citations: 858
Positions
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Associate Professor 2019–presentUniversity of Arkansas School of Human Environmental Sciences ORCID
Selected Publications
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Sustainable Innovation in Fashion: Leveraging Digital Product Passports for Transparent Product Information and Enhanced Brand Perception Communication (2026)
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The Effect of Greenwashing on Young Consumers' Fashion Brand Choice (2026)
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Browse offline and buy online from the same or different fashion retailer? An application of theory of planned behaviour (2026)
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Shaping Future Textile and Apparel Professionals: The Role of Cotton Sustainability in Curriculum Development (2025)
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The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention (2025)
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Development and implementation of a cross-course collaborative project on cotton sustainability: a self-determination theory perspective (2025)
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Which sources matter? Investigating the impact of diverse information sources on Gen Z consumers’ attitudes and purchase intentions toward luxury fashion brands (2025)
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Consumer Perceptions of Digital Clothing Labels and Their Influence on Brand Green Value (2025)
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Understanding Gen Z Consumers’ Attitudes and Intentions toward Showrooming Behavior (2025)
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Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands (2024)
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Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods (2024)
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The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment (2024)
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The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment (2024)
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The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior (2023)
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“I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers (2023)
Collaboration Network
Top Collaborators
Ann Marie Fiore
Iowa State University (US)
7 shared publications
- Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model
- Conceptualization of a holistic brand image measure for fashion-related brands
- Impact of fashion innovativeness on consumer-based brand equity
- The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands
- Cross-Cultural Validation of a Fashion Brand Image Scale
Showing 5 of 7 shared publications
Ui‐Jeen Yu
Illinois State University (US)
7 shared publications
- Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect
- Impact of fashion innovativeness on consumer-based brand equity
- Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping
- Either Bandwagon Effect or Need for Uniqueness? Motivational Factors Driving Young Adult Consumers’ Luxury Brand Purchases: An Abstract
- The Role of Fashion Innovativeness, Brand Image, and Lovemarks in Enhancing Loyalty towards Fashion-Related Brands
Showing 5 of 7 shared publications
Kyuree Kim
Oklahoma State University (US)
7 shared publications
- “I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers
- The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention
- The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior
- Consumer Perceptions of Digital Clothing Labels and Their Influence on Brand Green Value
- Development and implementation of a cross-course collaborative project on cotton sustainability: a self-determination theory perspective
Showing 5 of 7 shared publications
Hye‐Shin Kim
University of Delaware (US)
6 shared publications
- “I’m Not Feeling Comfortable About My Favorite Brand”: An Examination of How Environmental Versus Labor Issues Influence Consumer Perceptions of Fashion Brands
- Can favourite fashion brands offer variety? Female shoppers’ variety seeking and commitment to frequently purchased fashion brands
- “Are You Enough for Me?”: The Effects of Variety Seeking and Product Attachment on the Brand Investment Model
- Brand Authenticity and Self-Brand Congruence: A Conceptual Approach to Understanding Fashion Brands
- The Effects of Need for New Fashion Styles and Environmental Attitude on Consumer Investment and Commitment
Showing 5 of 6 shared publications
Song‐yi Youn
University of Missouri (US)
4 shared publications
- CSR ads matter to luxury fashion brands: a construal level approach to understand Gen Z consumers' eWOM on social media
- Bridging the Gap Between Green Self-Perception and Intentional Behaviors: Mediating Role of Ad-Brand Congruency
- Does Information Sharing Matter for Gen Z Social Media Users? Effects of Motivations on Purchase Intentions through Social Commerce
- The Influence of Country-of-Origin and Need for Uniqueness on Luxury Fashion Purchases
Jihyun Kim-Vick
Kent State University (US)
3 shared publications
- Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect
- Gen Z consumers’ intention to adopt online collaborative consumption of second-hand luxury fashion goods
- Which sources matter? Investigating the impact of diverse information sources on Gen Z consumers’ attitudes and purchase intentions toward luxury fashion brands
Daniel W. Russell
Iowa State University (US)
2 shared publications
- Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model
- Cross-Cultural Validation of a Fashion Brand Image Scale
Jaeil Lee
Seattle Pacific University (US)
2 shared publications
- Exploration of Textiles and Apparel Curriculum in Mongolia from the Academia and Industry Perspectives
- Assessment of Textile and Apparel Curriculum in Mongolia from the Academia and Industry Perspectives
Kathleen R. Smith
University of Arkansas at Fayetteville (US)
2 shared publications
- The Effects of Brand Familiarity on Perceived Risk, Attitude, and Purchase Intentions toward an Intimate Apparel Brand
- Are Millennials Willing to Use Social Commerce in Apparel Shopping?
Jihyeong Son
Washington State University (US)
2 shared publications
- The effect of social connectedness on consumer adoption of social commerce in apparel shopping
- Influence of Social Connectedness on Apparel Purchases through Social Commerce
Tiffany Bounkhong
Rocky Mountain College of Art and Design (US)
2 shared publications
- A qualitative study on motivators and barriers affecting entrepreneurship among Latinas
- Are Millennials Willing to Use Social Commerce in Apparel Shopping?
Laura P. Toloza
University of Arkansas at Fayetteville
2 shared publications
In database
- Understanding Cultural Adaptation of U.S. Hispanic Immigrant Couples and Their Shopping Orientation toward Fashion Products
- Exploring Acculturation and Shopping Orientations Among Hispanic Immigrants in the U.S.
Murphy Aycock
University of Arkansas at Fayetteville
2 shared publications
In database
- “I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers
- Understanding Online Second-Hand Luxury Fashion Shopping Motivations and Perceived Value Among Young Adult Consumers
Stephanie K. Hubert
University of Arkansas at Fayetteville
2 shared publications
In database
- How Do Apparel Students Perceive the Use of VR Technology in Pre-study Tour Class?
- The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior
Lauren Bouvier
University of Arkansas at Fayetteville
2 shared publications
In database
- How Do Virtual Social Media Influencers Affect Millennial and Gen Z Female Consumers’ Purchase Intentions? A Comparison of Fast Fashion Versus Luxury Fashion Brands
- The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention
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