• 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.

• Cross-Cultural Studies
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• v.52
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• pp.111-132
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• 2018

The way of approaching 'the relationship between love and justice' varies from person to person. We can argue for superiority of love or for superiority of justice by understanding the relationship between the two as conflicting. We can also argue that we need each other by understanding each other as a complementary relationship rather than an oppositional relationship. Hegel, however, sees love and justice as independent constitutive principles valid in different areas and does not regard the two as opposing nor complementary. This can only be understood when the structure of Hegel's theory of recognition is properly assumed. The relationship between love and justice will be considered mainly in Hegel's theory of recognition. Key philosophical points of Hegel's theory of recognition and consequences drawn on the relationship between love and justice on the basis of the theory will be examined. This can be summarized in the form of a thesis, roughly as follows. - Hegel presents love, justice and solidarity, that are various forms of recognition, to a family, a civil society and a state, that are three forms of social relations, as their constitutive principles. He does not grasp the relationship between love and justice as oppositional nor as complementary, that is different from many people's general perspective on the relationship of the two. - In Hegel's theory of recognition, love and justice differ in the areas in which they are valid. Love is a valid principle in the intimacy, and justice is a valid principle in non-intimacy. So, if justice and rights are asserted in intimacy, the area of intimacy is destroyed. Conversely, if love is asserted in non-intimacy, it cannot exercise real influence. - In the political community such as a state, where intimacy and non-intimacy overlap each other, the principle of solidarity is needed as a new constitutive principle, since a state does not stand on the principle of love as in a family nor on the principle of justice as in a civil society.

• Journal of Digital Convergence
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• v.15 no.3
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• pp.165-173
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• 2017

The purpose of this study was to identify the causal relationship between the brand, the brand equity and brand equity of a tourist destination. The effect of love mark on self identification is that the relationship between love mark performance and self-identification time is significant, and that of love mark is in the order of self identification. Trust mark of love mark has a significant relationship with self identification. The relationship between brand intimacy and brand quality and the relationship between trust and brand quality were significant in relation to the brand mark, but brand mark was not significant. In addition, in the relationship between brand value and love-mark, there is a significant relationship between performance and brand value, relationship between intimacy and brand value, and performance is not significant in brand value. There was a significant relationship between gender and behavioral intention. The relationship between gender identity and behavioral intention was positively related to brand equity.

• Journal of Korea Multimedia Society
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• v.25 no.5
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• pp.703-720
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• 2022

Based on the love styles theory used in psychology, this paper classifies users(Passionate Love, Game-playing Love, Friendship Love, Practical Love, Possessive Love, Altruistic Love) and investigates satisfaction with the motivation for using TikTok love videos(Entertainment, Social Relationship, Love skills-learning, Self-verification, Problem-solving) according to the theory of use and satisfaction. First, 414 users were selected to conduct TikTok surveys to collect data. Then, through the analysis of the research results, among the six love types, game-playing type and possessive type have a positive (+) impact on entertainment motivation and love skill-learning motivation. Game-playing type also have a positive (+) impact on social relationship motivation and self-verification motivation. In addition, altruistic type and possessive type are also factors to strengthen the motivation of self-verification. The altruistic type, possessive type and practical type will improve the problem-solving motivation. Finally, through hierarchial multiple regression analysis, it is confirmed that game-playing love type, entertainment motivation, love skill-learning motivation and self-verification motivation can improve user satisfaction. The above results enrich the research of user classification as well as providing inspiration for improving the quality and communication efficiency of TikTok's video and enhancing user experience.

• Journal of English Language & Literature
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• v.57 no.2
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• pp.315-337
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• 2011

This paper aims to examine a truth about love - the close relationship between a person's passionate love and that same person's loneliness and suppressed desires, a relationship that Carson McCullers (1917-1967) portrays in The Ballad of the Sad Cafe. McCullers, one of several brilliant writers from Southern America, managed to overcome her cruel situation and showed deep insight into the human condition, particularly in regard to the relation between love and isolation. The Ballad of the Sad Cafe, like her other works, examines the spiritual isolation and the agony of love that three lovers experience. The love in this story is a triangular relationship among the three main characters, Amelia, Lymon and Marvin Macy. The distinctive characteristics of love described in this story are that each character falls into blind and passionate love for the person he/she loves, no matter how the beloved responds. Love also changes the lover, not the beloved, revealing the completely opposite nature of the lover. The opposite nature and the inner secrets that the love reveals about the lovers reflect their frustrated and suppressed desires, which is femininity and motherhood for Amelia, non-violent masculine power for Macy, and physical attraction and power for the hunchback, Lymon. These suppressed desires are rooted in the deep sense of frustration that they had to experience in their childhood. In short, the seemingly unconditional love of the main characters is not an ideal, altruistic love, but a reflection of their inner desires. This story, however, does not seem to criticize this kind of love but simply tries to give an honest picture of what love might be. It also admits that 'deformed' love is still better than no love (and consequently no stimulus) because what really damages and causes decay in human beings and in a community, is the state of boredom.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.529-540
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• 2021

This study is a test of gender differences between the importance of basic psychological needs and the components of love. The need for research is to verify the relationship between need and love. The purpose of this study is to serve as basic data for preparing a solution to the relationship between lovers and promoting love. Research participants targed a total of 193couples unmarried love couples, 386 person living in Seoul and Gyeonggi metropolitan areas. For the research tools, the basic psychological needs importance scale and components of love scale had been used. Regarding the analysis of the data, as a statistical analysis using SPSS 22, the t-verification, the correlation analysis, and the regression analysis method had been carried out. As a result of the analysis, regarding the importance of the basic psychological needs, regarding the relationship, the females were meaningfully (t=-3.528, p<.01) higher than the males. And, among components of love, regarding the passion and the commitment, the males were meaningfully (t=3.588, p<.001) higher than the females. And, regarding the correlations between the main variables, it appeared that the basic psychological needs importance of the males has a correlation with the components of love. And, regarding the females, it appeared that, among the basic psychological needs importance, only the relationship and the capability have the relationships with the components of love. Regarding the influence of the basic psychological needs importance on the component of love, it appeared that the relationship need importance of the males has a positive (+) influence on the component of love. And, regarding the autonomy need of the males, it appeared that, among the component of love, it has a negative (-) influence on the passion and the commitment. Regarding the females, it appeared that, differently from the males, only the need for a relationship has a positive (+) influence on the components of love. It was found that women's relationship needs had a positive effect on the components of love, but women's desire for autonomy did not affect the components of love, unlike men. Therefore, the importance of the basic psychological needs of love couples influenced the love relationship, and the relationship between the variables showed gender differences. If love couple understands and meets the importance of each other different basic psychological needs when a conflict arises, it will be a helpful resource for resolving conflict and promoting love.

• Korea Trade Review
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• v.44 no.5
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• pp.17-28
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• 2019

Although brand love is a major interest in global business, very little is known about how the effects of brand love are affected by relevant constructs. This study examines how the brand love-loyalty link is moderated by shopping value (hedonic vs. utilitarian) and how the moderated moderation effect of gender difference influences the consumer-brand relationship. Based on a unique dataset of 254 Chinese consumers of Korean cosmetic brands in China, we tested our proposed hypotheses using Regression PROCESS macro (model = 3). One of our novel findings is that brand love has a positive influence on brand loyalty. However, this relationship is sensitive to moderators. Regarding the brand love-loyalty linkage, consumers who seek hedonic shopping value is higher than consumers who seek utilitarian shopping value. In particular, female consumers are more passionate and loyal than male consumers. Finally, male consumers seeking hedonic shopping value feature greater brand love-loyal linkage than other consumers; however, this effect is very limited.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.6
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• pp.81-93
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• 2022

This research aims to construct a model that combines brand love, brand loyalty, brand image, customer satisfaction, and service quality into a single model, with brand loyalty coming foremost, and test its predictive power in building brand love. Moreover, mediating effect of customer satisfaction and brand image on service quality and brand loyalty affecting brand love was checked. The study adopted an alliance context using an existing SERVQUAL model, a bi-dimensional aspect of brand loyalty and parasocial love relationship theory, to identify brand love as a construct or outcome in the consumer-brand relationship. Using a quantitative approach, survey questionnaires were distributed by unrestricted random sampling among 507 Saudia Airlines customers. Data were analyzed using structural equation modeling with SmartPLS 3.0. The results revealed significant relationships between four variables except for the brand image. It was found that brand image had no mediating effect on the relationship between service quality and customer loyalty. The outcome of this study highlights the importance of airline alliances for service quality, which leads to positive customer satisfaction, brand image, and customer loyalty. A unique contribution of the study is that it revealed that brand loyalty is also an antecedent of brand love.

• Journal of the Korean Home Economics Association
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• v.34 no.4
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• pp.161-174
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• 1996

The purpose of the study is to investigate how childhood attachment and autonomy explain the gender differences in adulthood heterosexual love styles. The study examines (1) the gender differences in childhood attachment and autonomy and adulthood heterosexual love relationships, (2) the relationship between childhood attachment and autonomy in relation to mother, and love styles in adulthood among men and women. 405 married or unmarried men and women participated in a questionnaire study. Such statistic analyses are engaged for this study as cross-tabulation analysis, and one-way ANOVA. The key findings of the study are that the relationships of childhood developmental pattern of attachment and autonomy to adulthood heterosexual love styles differ between men and women. That is, developmental patterns of childhood attachment and autonomy to mother operate as a vulnerability factor in establishing adulthood love relationship, whereas childhood experiences do not explain adulthood love among women. These gender differences are discussed in theoretical contexts which explain gender-differentiated process of separation from mother during childhood.

• Journal of the Korean Home Economics Association
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• v.40 no.3
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• pp.137-153
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• 2002

This research tried to examine how the love style is changed as the psychological tendency specifying individual personality types that other domestic and foreign researches have overlooked all this while. The subjects of this study were the college students and white and blue-collar employees. The instruments used in this study were the Love Attitude Scale and the MBTI (Myers-Briggs Type Indicator). When applying the MBTI and the Love Attitude Scale, 474 people were analyzed. To get the result, the data from the survey were processed by the statistical program, SPSS/PC$^+$. Specifically, the statistical methods employed in this study were frequency, percentile, mean, standard deviation, factor analysis and chi-square. The major findings are as follows: 1. The most frequent love style among single men and women in this study was the Eros (46.6%). The next frequent love style was the Storge (40.3%). The Ludus occupied the least portion (13.1%) among single men and women. 2. The personality types over 10% among 16 personality types of MBTI were ISTJ (Introverted Sensing Type) (19.4%), ESTJ (Extroverted Sensing Type) (13.1%), and ISTP (Introverted Thinking Type) (12.4%). 3. As a result of observing the relationship of the love stymie and the psychological tendency among single men and women, the love style was found to have relationship with TF preference (Judgement function) and JP preference (Life Style). However, there were no relationships with the love style and EI preference (focus of Energy), SN preference (Perception Function).