• Korean journal of communication and information
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• v.44
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• pp.7-43
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• 2008

This study aims to identify a new direction in the consumer-brand relationship by quantitatively approaching from the psychological aspect consumers' brand love, which is the most powerful strategic element in forming an emotional consumer-brand relationship. What significance does brand love have in a consumer-brand relationship? Brand love is the most fundamental in the emotional consumer-brand relationship. Through brand ownership, consumers add meaning to their lives, and love brands by expressing themselves. Love is a scale that understands consumer-brand relationship from the most interpersonal aspect and can be considered as the most essential element in an empathetic relationship. Consumers' brand love not only determines brand image and reliability but through brand loyalty, it also influences market competitiveness. In addition, as a medium that can overcome brand crisis, it serves as a turning point of the relationship and can enhance the strength of consumers' brand love. Under such generational and theoretical background, this study took a psychological approach on love in emotional consumer-brand relationship. Focusing on the most representative theory and classification of love, Sternberg's Triangular Theory of Love, types of brand love were examined. 552 questionnaires were distributed through a survey with mobile phone service and product brands, and a factor analysis was conducted. Types of brand love revealed through the results of this study were very similar to Sternberg's types of love, and it was found that the types of brand love varied based on product category. It can be suggested that the concept of brand love is an important strategic idea in brand communication.

• Journal of Digital Contents Society
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• v.18 no.1
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• pp.217-224
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• 2017

Recently, we have been continued effort that chaotic theory apply into love model which is an area of social science. To make the chaotic behaviors in the differential equation that represent as Romeo and Juliet, we apply an external force to the differential equation. However, this external force have disadvantage that cannot exactly represent for emotion of human. In this paper, to solve these advantage, we introduce triangular fuzzy membership function to provide the external force that can describe most similar status for action and word of human in the love model of Romeo and Juliet. Also, to confirm the chaotic behaviors in the love model of Romeo and Juliet with proposed fuzzy membership function, we use time series and phase plane.

• Journal of Families and Better Life
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• v.19 no.5
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• pp.51-66
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• 2001

This study attempted to examine the changing patterns of marital love constructs among married men and women in Korea. It is based on our prior research that showed each of the 3 dimensions of marital love(intimacy, passion, and commitment derived from Stermberg’s Triangular Theory of Love) shaped U pattern as the marriage continued. We analyzed 1687 respondents’answers by principal axis factoring with contextual point of view including individual, familial, and socio-cultural development. The results are as follows. First, the love constructs of Korean men and women in their marriage show different qualitative patterns as the marriage continued. Second, intimacy is the most powerful indicator of love, coming out the first factor in all the stages of marital relationships. Third we can see marital stability from the locus of commitment with other components of love and it could be apply to marital educational program for promoting marital stability. Forth, passion is found separated behavioral from perceived dimension except the first marital stage. As conclusion, it need to analyze with family life cycle. birth and marriage cohort groups for examining closely the causes of this qualitative changes in marital relationships.

• Journal of Families and Better Life
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• v.17 no.4
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• pp.47-60
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• 1999

The predictions derived from Sternberg's triangular theory of love were tested in order to explain the love relationships in marriage among Korean people. We were first interested in whether the subjective love experiences of respondents could be characterized by three components: intimacy passion and commitment we then attempted to examine the time course of each component as the marital relationships continued. 16897 married men and women were asked to complete the questionnaire including the love scale developed by researchers based on Sernberg's and other researchers' work. The results are as follows: First the love experienced by Korean men and women in their marriage can be classified by 3 dimensions: intimacy passion and commitment. Secon intimacy is the most powerful indicator of love in marital rlationships follows bgy passion and commitment. Third each of the 3 dimensions of marital love showed a U-shaped pattern as the marriage continued. Fourth commitment was more table than the other 2 dimensions throughout the marriage. The resultso f the study showed that Sternberg's triangular theory of love is useful to explain the marital love among Korean people.