Cho Earns Awards for Apparel Studies Dissertation

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Eunjoo Cho

FAYETTEVILLE, Ark. – Eunjoo Cho, an assistant professor in the apparel studies program in the School of Human Environmental Sciences at the University of Arkansas, has added to a list of awards for her doctoral dissertation.

Cho’s dissertation, “Development of a Brand Image Scale and the Impact of Lovemarks on Brand Equity” has ranked as the sixth-most downloaded dissertation from Iowa State’s digital library, and is being considered for inclusion in the research journal Psychology & Marketing. She received the Research Excellence Award from Iowa State University in 2011 and was second in the Graduate Student Best Paper Award at the Doctoral Level competition in 2012 from the International Textile and Apparel Association. She presented her study at the International Textile and Apparel Association conference in Honolulu, Hawaii.

“Lovemarks” refers to a combination of high love and respect for a brand that enhances brand loyalty. Cho’s research builds on the work of Kevin Lane Keller, professor of marketing at Dartmouth College and an international leader in the study of brands, branding and strategic brand management; and Kevin Roberts, chief executive officer worldwide of Saatchi & Saatchi and inventor of the lovemarks idea.

“The purpose was to measure three brand image dimensions – mystery, sensuality and intimacy – for fashion brands based on an integration of scholarly and industry-based literature,” said Cho. “This scale captured not only cognitive and emotional brand associations, but also sensory brand associations. The study provides support for an expansion of Keller’s customer-based brand equity model by including the three dimensions and Roberts’ lovemark experience in explaining the relationship between brand image and brand loyalty, which then influences brand equity.”

Cho joined the Dale Bumpers College of Agricultural, Food and Life Sciences faculty for the 2013-14 academic year. She is teaching the Advanced Apparel Merchandising Capstone Course, in which students work in groups to develop a new apparel retail boutique by applying what they have learned in previous merchandising courses. Each group analyzes target markets, identifies local competitors, plans retail buying and promotional strategies, estimates start-up expenses and profits or losses, and creates a digital story layout.

“I have been enjoying my new life at the U of A,” said Cho. “The university is very supportive of junior faculty development by offering various training and workshop opportunities. Those campus meetings are valuable in learning new skills and meeting new colleagues across campus.”

Cho earned her bachelor’s and master’s degrees in fashion design and merchandising from Hanyang University in Seoul, South Korea. After working several years as an associate merchandiser at Gap International Sourcing & Vendor Development, she earned her doctorate in fashion merchandising from Iowa State University. Her current research focuses on global fashion branding management, looking at the role of cognitive, sensory and emotional associations in the extended customer-based brand equity theory.