스페인은 1992 CLC와 1992 FC 체약국임에도 불구하고, 스페인 대법원은 협 약과 국내법을 혼용하는 방법을 통해 선주의 책임제한권을 부인하는 한편 P&I 보험자가 보험계약상의 담보한도까지 항변권 없이 보상해야 한다고 판결하였 다. 이는 선주의 책임제한권이 배제되는 경우에도 책임보험자는 선주책임한도 액까지만 보상책임이 있다는 1992 CLC의 명시적 규정을 무력화한 판결이다. 스페인이 1992 CLC와 1992 FC 체약국임에도 불구하고 협약과 달리 판결하 고 이의 집행을 추진하는 것에 대해 많은 P&I보험자들은 물론 ICS와 같은 선주단체에서도 선주책임제한 제도의 붕괴를 우려하고 있다. 스페인 대법원 판결이 나온 직후 IMO에서는 선주책임제한 규정의 통일해석 결의안을 채택하였다. 통일해석 결의안은 1992 CLC나 1976 LLMC를 기초할 때 에 선주책임한도액의 인상 대가로 선주책임제한이 사실상 조각되지 않도록 의 도하였다는 점을 인정하여 채택한 것이다. 이 결의안은 선주책임제한 배제사유 의 해석이 국가에 따라 또는 지역에 따라 편의적으로 해석되지 않게 하여 선주 책임제한 제도의 붕괴를 막으려는 조치로 다행스러운 일이다. 향후 이 IMO 통 일해석 결의안이 의도한 대로 해석되도록 P&I보험자와 선주 및 이들을 상대로 손해배상을 청구할 당사자들과 각국의 법원이 함께 노력해야 한다. 왜냐하면, 선주책임제한 제도 없이는 특히, 유류오염손해와 관련한 선주책임제한 제도 없 이는 선박활동이나 무역이 온전히 유지될 수 없고 무역 없이는 현대사회도 지 금처럼 지속될 수 없기 때문이다. 스페인 정부가 협약에서 정한 금액보다 훨씬 많은 금액을 회수하기 위해 사고발생 20년이 지난 지금도 P&I Club을 상대로 소송을 계속하고 있는 것 자체가 협약의 통일적인 해석기준과 지침이 국제적으로 절실히 필요함의 방 증이다. 한편, 이 사건에서 영국의 London P&I Club은 보험계약규정상의 조합원선 지급원칙을 통해 스페인 정부의 직접청구를 방어 중인데, 만일 Korea P&I Club을 상대로 직접청구를 시도한다면 우리나라 법원은 이를 승인할 것인 가? 우리나라가 1992 CLC 체약국인데 이 협약을 무력화한 스페인 대법원의 판결은 외국판결의 승인요건 제외사유인 “우리나라의 선량한 풍속이나 사회 질서에 어긋난” 판결에 해당하기 때문에 우리 법원이 이의 집행을 승인하지 않아야 할 것이다. “선주의 고의 또는 무모한 행위”를 근거로 선주책임제한이 배제되는 경우, 보험보상 역시 “피보험자의 고의적 불법행위”를 근거로 보험자 면책에 해당 될 수 있으므로 선주의 책임제한을 배제하려는 시도는 무조건 추진될 일은 아니다.

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

This works aims to analyze pricing strategies among various luxury sectors as well as to identify latent structures between brands and categories. Unlike previous works, we investigated the firms’ perspective and worth instead of customers’ perceptions. For this purpose, we web scraped market-data from numerous luxury houses such as woman shoes, luxury cars, haute couture and men’s watches (own online shop/ foreign platforms). the results argue for a positive correlation between brand value and prestige pricing. Accordingly, Mercedes-Benz and Louis Vuitton build the most valuable brands in their industries. In Fashion, we found that LV is a feminine brand. Besides, in some categories, a thoughtful competition is coming from lower-scaled companies (premium) which poses real challenges for established high-end manufacturers. A hierarchical cluster analysis shows a significant gender effect in defining luxury categories. Unlike what many would think, men’s luxury items (e.g. shoes and watches) are significantly more expensive than female products.

Luxury brands are explicitly marketed to appear rare, exclusive, prestigious, and authentic (Phau & Prendergast, 2000; Turunen & Laaksonen, 2011; Tynan, McKechnie, & Chhuon, 2010). The glamour and distinction that these brands generate appeal to consumers’ desire to signal their accomplishments, success, or social superiority (Mandel, Petrova, & Cialdini, 2006; McFerran, Aquino, & Tracy, 2014). It is, therefore, unsurprising that the marketing communication of many luxury brands explicitly portray images of successful, sophisticated, and confident people expressing their social superiority. However, the empirical evidence supporting the effectiveness of such portrayal in luxury communication is scant. Only a pilot study showed that exposure to a story of a similar successful other may increase desire for luxury goods (Mandel et al., 2006). In the present research, we propose that envy is a key determinant of how consumers perceive display of pride and social superiority. Our findings from two studies showed that benign (malicious) envy predisposes consumers to perceive portrayal of social superiority on luxury marketing communication to be an expression of authentic (hubristic) pride. This relationship between benign (malicious) envy and authentic (hubristic) pride enhances (reduces) the luxury perception and positive brand attitude toward the luxury brand in the advertisement. These findings were replicated in a correlational study on genuine advertisements (Study 1) and an experiment that successfully manipulated consumers’ experience of benign envy (Study 2). Separate studies have recently shown that experience of benign envy can increase consumers’ willingness to pay toward the envied product (Van de Ven et al., 2011) and that the experience of authentic pride increases luxury consumption (McFerran et al., 2014). However, no existing research has explored the complementary effect of envy and pride on consumers’ response toward luxury marketing communication. The current research is therefore the first to demonstrate the differential effect of benign and malicious envy on: (1) consumers’ interpretation of social superiority as an expression of authentic and hubristic pride; (2) consumers’ response toward the portrayal of social superiority in luxury marketing; and (3) how portrayal of social superiority enhances or reduces luxury perception and brand attitude of a luxury brand. These findings also provide insights into the complementary relationship between envy and pride in consumer psychology. Lange and Crusius (2015) suggested that other’s authentic and hubristic pride expression may evoke the experience of benign and malicious envy, respectively. The current research, however, shows that the Luxury brands are explicitly marketed to appear rare, exclusive, prestigious, and authentic (Phau & Prendergast, 2000; Turunen & Laaksonen, 2011; Tynan, McKechnie, & Chhuon, 2010). The glamour and distinction that these brands generate appeal to consumers’ desire to signal their accomplishments, success, or social superiority (Mandel, Petrova, & Cialdini, 2006; McFerran, Aquino, & Tracy, 2014). It is, therefore, unsurprising that the marketing communication of many luxury brands explicitly portray images of successful, sophisticated, and confident people expressing their social superiority. However, the empirical evidence supporting the effectiveness of such portrayal in luxury communication is scant. Only a pilot study showed that exposure to a story of a similar successful other may increase desire for luxury goods (Mandel et al., 2006). In the present research, we propose that envy is a key determinant of how consumers perceive display of pride and social superiority. Our findings from two studies showed that benign (malicious) envy predisposes consumers to perceive portrayal of social superiority on luxury marketing communication to be an expression of authentic (hubristic) pride. This relationship between benign (malicious) envy and authentic (hubristic) pride enhances (reduces) the luxury perception and positive brand attitude toward the luxury brand in the advertisement. These findings were replicated in a correlational study on genuine advertisements (Study 1) and an experiment that successfully manipulated consumers’ experience of benign envy (Study 2). Separate studies have recently shown that experience of benign envy can increase consumers’ willingness to pay toward the envied product (Van de Ven et al., 2011) and that the experience of authentic pride increases luxury consumption (McFerran et al., 2014). However, no existing research has explored the complementary effect of envy and pride on consumers’ response toward luxury marketing communication. The current research is therefore the first to demonstrate the differential effect of benign and malicious envy on: (1) consumers’ interpretation of social superiority as an expression of authentic and hubristic pride; (2) consumers’ response toward the portrayal of social superiority in luxury marketing; and (3) how portrayal of social superiority enhances or reduces luxury perception and brand attitude of a luxury brand. These findings also provide insights into the complementary relationship between envy and pride in consumer psychology. Lange and Crusius (2015) suggested that other’s authentic and hubristic pride expression may evoke the experience of benign and malicious envy, respectively. The current research, however, shows that the

When apparel brand managers attempt to raise their brand value, store location is a big concern since they consider it to influence their brand value. Brand managers expect that their store operations in high status location will raise brand status and attractiveness even when the expected rate of return directly generated by the store is very low. In this case, they regard the new store as an effective brand contact point of their marketing communication and expect its comprehensive impact on their business to be positive. In actual business, however, this influence is difficult to compute quantitatively but common to estimate based on brand managers’ experiences: this creates uncertainty for apparel companies whether their investment in the new store is appropriate or not. Besides, it is not certain whether non-luxury brand status is raised by store location status as with luxury brands where store location status is identified as a key marketing driver (Kapferer and Bastien, 2012). This paper focuses on the status of shopping malls and adjacent stores as store location factors and assesses their effects on perceived brand status. In this study, consumer research on three brands with different characteristics (a luxury, a non-luxury, and an unknown brand) was conducted in Japan and the variation of perceived brand status and attractiveness in four location frames (two levels of shopping mall status × two levels of adjacent store status) was analyzed. The result of Analysis of Variance (ANOVA) suggests store location prestige influences perceived brand status and attractiveness of luxury brands more than in the case of non-luxury ones. Moreover, store location status is confirmed to influence unknown brands only very slightly. This result implies that raising the status of non-luxury is difficult just by constructing a new store in high status location following luxury strategy. Also, it may be impossible for a brand whose status is not high to pretend to be a high status brand by launching a new store in high status location of the new market.

The luxury market has expanded out of its traditional niche of elite and hit the middle-class consumer; this is part of the brand extension strategies. The goal of the research is to examine whether consumers perceive different degrees of "luxuriousness" among luxury brands using different brand name extension strategies. Kowalczyk (2010) proposed that a downward vertical extension is related to the dilution of the mother luxury brand. Corroborating this idea Kim, Lavacke and Smith (2001) indicate that the introduction of any vertical brand extension, whether up or down, has a negative impact on consumer evaluation of the parent brand. The results of Hennigs et al (2013) are not clear about the effects of downward extension. This exploratory study presents a quantitative approach; a survey was conducted with consumers who had purchased one luxury goods in the last 12 months (judgement sample). The hypothesis are: H1- The consumer perceives different levels of prestige among luxury brands; H2 – consumers evaluate differently a brand using different brand name strategies in brand extension. Results reveal that consumers perceived different degrees of prestige among brands (F = 19.260, sig.000). The results showed that the Chanel is the brand with a higher degree of prestige with an average of 8.01, the second luxurious brand was the Giorgio Armani (7.40), followed by Emporio Armani (6.28), Diesel (6.13), Armani Jeans (5.77), Calvin Klein (5.43) and finally the less prestigious degree was the Armani Exchange (5.22).Although these are data cannot be extrapolated to the whole population there is evidence that Brazilian consumers evaluate luxury brands inside a range of perceived luxuriousness. Further studies should use a conclusive method to verify the impact of brand extension on the degree of perceived luxury. Chanel (mean = 8.0111, Sd = 2.60393) and Giorgio Armani (mean = 7.4028, Sd= 2.59494) brand are identified as possessing the highest degree of luxury. So this exploratory study can raise the hypothesis to be tested in the future that the strategy of the name being used does not impact on the degree of perceived luxury brand mother. The trademark dilution may occur in the group of lowest degree of luxury (such as Armani Jeans, Armani Exchange.

본 연구는 현재 유류오염손해보상에 관련한 국제기금 보상체제의 한계점(피해보상한도액, 손해사정기간의 장기간, 영세업자의 증빙자료, 사고초기의 생계문제 등)을 살펴보고 프랑스, 스페인, 한국 등 3개국이 관련 특별법 및 정부정책에 의거 국제기금의 보상한계점을 어떻게 해결하는 지를 비교분석하여 정책적 시사점을 제시하고자 한다. 그동안 대형 유류오염사고에 대한 세계 대부분의 정부조치는 해난사고의 예방, 사고의 수습, 사고의 원인조사, 해양환경복구 등에 치중되었고 피해보상에 관하여는 민사상의 문제로서 직접적으로 관여하지 않았다. 다만 현재 유류오염피해배상 및 보상과 관련된 국제협약인 민사책임협약(CLC)과 국제기금협약(FC)의 제정 및 가입 그리고 관련 국내법의 입법은 정부가 주도하였다. 그러나 프랑스는 1999년 Erika호 사고, 스페인은 2002년 Prestige호 사고, 한국은 2007년 Hebei Spirit호 사고에서 정부의 정책 및 특별법의 제정을 통해 피해보상과정에 적극적으로 관여하고 있다. 이는 각국이 이러한 대형유류오염사고들 이전에 발생한 대형 유류오염사고들(프랑스의 Amoco Cadiz호 사고, 스페인의 Agean Sea호 사고, 한국의 Sea Prince호 사고)에서 피해배상 및 보상이 원활히 이루어지지 않았기 때문이다.