Jung Eun Lee

Jung Eun Lee

Jung Eun Lee

Assistant Professor of Apparel


109 Wallace Hall
295 West Campus Dr.
Blacksburg, VA 24061






  • Product Development
  • Fashion Illustration
  • Computer-Aided Design
  • Flat Pattern Making
  • Draping
  • Fashion design, advertising, promotion, visual communication, social media, and luxury fashion

Professional Activities

  • Member, International Textile and Apparel Assocation (ITAA)
  • Member, American Collegiate Retailing Association (ACRA)
  • Member, Costume Society of America (CSA)


  • Ph.D. The Ohio State University, Consumer Sciences, Fashion and Retail Studies, 2013
  • M.S. Polymer and Fiber Engineering, Hanyang University, 2008
  • B.S. Clothing and Textiles, Hanyang University, 2006

Research Interests

    Awards and Honors

    Joint Premier Award (L’Oréal Professorship in Creativity Marketing Award, Beauty & Marketing Track), Global Fashion Management Conference (GFMC), Tokyo, Japan, 2018.

    Recognition of Teaching Excellence, Center of Excellence in Teaching and Learning, Virginia Tech, 2018

    Paper of Distinction (Consumer Behavior Track), 2017 International Textile and Apparel Association (ITAA) Annual Conference, St. Petersburg, FL, 2017.

    Best Paper Award, The European Association for Education and Research in Commercial Distribution (EAERCD) Conference, Dublin, Ireland, 2017

    Lee, J.E. (November, 2012). The effect of tensile price claim and price discount disconfirmation on online customers’ perceptions and purchase intentions. Graduate Research Awards for Dissertation Research, Department of Consumer Sciences, The Ohio State University. ($1,000) 

    Dissertation Fellowship, The Ohio State University, 2012 - 2013

    Teaching Associateship, The Ohio State University, 2009 - 2012

    Selected Publications


    Lee, J.E. (2019). Plausible versus implausible tensile price claim: Selective accessibility model approach. Psychology & Marketing, 36(1), 57-71.

    Hur, S., Lee, J.E., & Stoel. L. (2018). Fair trade website content: Effects of information type and emotional appeal type, Journal of Marketing Communication, https://doi.org/10.1080/13527266.2018.1511626.

    Lee, J.E. & Chen‐Yu, J. (2018). Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: Mediating effect of price discount affect, Fashion and Textiles, 5(13), https://doi.org/10.1186/s40691‑018‑0128‑2.

    Lee, J.E., Hur, S., & Watkins, B. (2018). Visual communication of luxury brands on social media: Visual simplicity vs. complexity, Journal of Brand Management 25(5), 449–462.

    Kim, P., Lee, J.E., & Stoel, L. (2017). Global retailers and logalization: ‘Thinking locally and acting globally,’ International Review of Retail, Distribution and Consumer Research, 27(5), 468-484.

    Lee, J.E. & Stoel, L. (2016). An unintended consequence of exaggerated maximum-discount tensile price claims, Journal of Product & Brand Management, 25(7), 700-709.

    Lee, J.E. & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760.

    Lee, J.E. & Stoel, L. (2014). High versus low online price discounts: Effects on customers’ perception of risks. Journal of Product & Brand Management, 23(6), 401-412.

    Lee, J.E. & Lee, K.-H. (2013). Role of risk-reduction activities in e-shopping of fashion products. The Research Journal of the Costume Culture, 21(1), 129-138.

    Lee, J.E., Cho, J.R., & Stoel, L. (2012). Store attributes as determinants of store loyalty: Moderating effect of rural versus urban apparel shoppers. The Research Journal of the Costume Culture, 20(1), 99-110.

    Lee, J.E., & Lee, K.-H. (2009). Purchase motives, use of information sources, and decision making styles of online clothing shoppers. Journal of the Korean Society of Clothing and Textiles, 33(6), 880-892. 

    Juried Design Exhibitions

    Lee, J.E. "Into the Fold", The Costume Society of America’s 44th Annual Meeting and Symposium, Williamsburg, VA (March 13-16, 2018).

    Lee, J.E. "T-shirt resurgence", The 2017 International Textile and Apparel Association (ITAA) Annual Meeting, St. Petersburg, FL, (November 14-18, 2017).

    Lee, J.E. "Origami Blossom", The 2015 International Textile and Apparel Association (ITAA) Annual Meeting, Santa Fe, NM, (November 10-13, 2015) and the Costume Society of America’s 43rd Annual Meeting and Symposium, Portland, ME (May 29-June 4, 2017).

    Lee, J.E., & Murphy, C. "The Hive", the 2015 ITAA Annual Meeting, Santa Fe, NM, (November 10-13, 2015) and the Costume Society of America’s 43rd Annual Meeting and Symposium, Portland, ME (May 29-June 4, 2017).