Eunjoo Cho PhD is an Assistant Professor in the School of Human Environmental Sciences at the University of Arkansas in Fayetteville, Arkansas, USA. She holds her Ph.D. in apparel merchandising and consumer behavior from Iowa State University. Her current research focuses on global branding and the influence of culture on marketing and consumer behavior. Her publications have appeared in Psychology & Marketing, Journal of Consumer Marketing, Journal of Global Fashion Marketing, and Family & Consumer Sciences Research Journal. She can be contacted at ejcho@uark.edu.