Many accounts, both ancient and modern, have maintained that the Julio- Claudian women had unprecedented influence in their spheres. This dissertation attempts to determine the degree of autonomy and influence that the Julio-Claudian women had and to examine the factors that may have contributed to their exceptional influence. In trying to establish the extent and nature of the influence of the Julio- Claudian women, the ancient sources (literary, documentary and iconographic), in conjunction with modern scholarly views, were critically examined throughout. In attempting to determine the factors that influenced such weight and autonomy as these women had, the dissertation looks at the influences on women of earlier times, in particular the late Roman Republic, from a legal and a socio-historical angle. Whether the Julio-Claudian women could be considered, for example, to have been part of a “super-elite” in comparison with aristocratic women of earlier, and even later, times, was discussed and evaluated. On the surface the Julio-Claudian women did seem to enjoy a wider range of freedoms, power and influence than their counterparts, or the Roman women before or after them. Yet it is clear from the sources that these women also had restrictions laid upon them and that the patriarchal framework still curtailed their influence. When they over-stepped the accepted bounds, they were invariably vilified by the ancient historians, and often came to be negatively portrayed by subsequent generations. Whether these women truly deserved their vilification, or whether it can simply be ascribed to the bias of the ancient writers, was also explored throughout. / Classics & World Languages / M.A. (Classical Studies)

Since the Internet became available for commercial use in the early 90s, the way of doing business was changed forever. The Internet and electronic commerce have allowed people to carry out business by means of electronic communications, which makes it possible for them to do business and to conclude contracts with people situated within foreign jurisdictions. The need for consumer protection in electronic commerce has become necessary because of the misuse of aspects peculiar to electronic–commerce. Consumers have been cautious to make use of electroniccommerce, as they are uncertain about the consequences that their actions might have. Consumers will only utilise e–commerce if they have confidence in the legal system regulating it; therefore, legislation was needed to regulate their e–commerce activities. In 2002, the Electronic Communications and Transactions Act, 2002 was introduced into South African law as the first piece of legislation that would deal exclusively with electronic communications. Chapter VII of this particular act deals exclusively with consumer protection and seeks to remove certain uncertainties imposed by e–commerce. This is done by providing the South African consumer with statutory rights and obligations when engaging in electronic communications. The Consumer Protection Act, 68 of 2008 is the most recent piece of legislation that aims to promote a consistent legislative and enforcement framework relating to consumer transactions and agreements. South African legislation dealing with electronic commerce is relatively recent, and it is uncertain whether consumers are offered sufficient protection when they conclude contracts with suppliers or sellers from a foreign jurisdiction, that is, one that is situated outside South Africa. After looking at the protection mechanisms in place for South African consumers engaging in e–commerce, we have seen that there are certain problems that one might experience when trying to determine the applicability of some of the consumer protection measures to international electronic contracts. Most of the problems that we have identified are practical of nature. Consumers may, for instance, find it hard to execute their rights against foreign suppliers in a South African court, even if the court has jurisdiction to adjudicate the matter. Another problem that we identified is that some of the important terms in our legislation are too vaguely defined. Vague terms and definitions can lead to legal uncertainty, as consumers might find it hard to understand the ambit of the acts, and to determine the applicability thereof on their transactions. In order to look for possible solutions for South Africa, the author referred to the legal position with regards to consumer protections in the United Kingdom, and saw the important role that European Union legislation plays when determining the legal position regarding consumer protection in the UK. The legislation in the UK dealing with consumer protection is far more specific than the South African legislation dealing with same. There is definitely consumer protection legislation in place in South Africa but the ongoing technological changes in the electronic commerce milieu make it necessary for our legislators to review consumer protection legislation on a regular basis to ensure that it offers sufficient protection for South African consumers engaging in international electronic contracts. / Thesis (LL.M. (Import and Export Law))--North-West University, Potchefstroom Campus, 2012.

Since the Internet became available for commercial use in the early 90s, the way of doing business was changed forever. The Internet and electronic commerce have allowed people to carry out business by means of electronic communications, which makes it possible for them to do business and to conclude contracts with people situated within foreign jurisdictions. The need for consumer protection in electronic commerce has become necessary because of the misuse of aspects peculiar to electronic–commerce. Consumers have been cautious to make use of electroniccommerce, as they are uncertain about the consequences that their actions might have. Consumers will only utilise e–commerce if they have confidence in the legal system regulating it; therefore, legislation was needed to regulate their e–commerce activities. In 2002, the Electronic Communications and Transactions Act, 2002 was introduced into South African law as the first piece of legislation that would deal exclusively with electronic communications. Chapter VII of this particular act deals exclusively with consumer protection and seeks to remove certain uncertainties imposed by e–commerce. This is done by providing the South African consumer with statutory rights and obligations when engaging in electronic communications. The Consumer Protection Act, 68 of 2008 is the most recent piece of legislation that aims to promote a consistent legislative and enforcement framework relating to consumer transactions and agreements. South African legislation dealing with electronic commerce is relatively recent, and it is uncertain whether consumers are offered sufficient protection when they conclude contracts with suppliers or sellers from a foreign jurisdiction, that is, one that is situated outside South Africa. After looking at the protection mechanisms in place for South African consumers engaging in e–commerce, we have seen that there are certain problems that one might experience when trying to determine the applicability of some of the consumer protection measures to international electronic contracts. Most of the problems that we have identified are practical of nature. Consumers may, for instance, find it hard to execute their rights against foreign suppliers in a South African court, even if the court has jurisdiction to adjudicate the matter. Another problem that we identified is that some of the important terms in our legislation are too vaguely defined. Vague terms and definitions can lead to legal uncertainty, as consumers might find it hard to understand the ambit of the acts, and to determine the applicability thereof on their transactions. In order to look for possible solutions for South Africa, the author referred to the legal position with regards to consumer protections in the United Kingdom, and saw the important role that European Union legislation plays when determining the legal position regarding consumer protection in the UK. The legislation in the UK dealing with consumer protection is far more specific than the South African legislation dealing with same. There is definitely consumer protection legislation in place in South Africa but the ongoing technological changes in the electronic commerce milieu make it necessary for our legislators to review consumer protection legislation on a regular basis to ensure that it offers sufficient protection for South African consumers engaging in international electronic contracts. / Thesis (LL.M. (Import and Export Law))--North-West University, Potchefstroom Campus, 2012.

Many accounts, both ancient and modern, have maintained that the Julio- Claudian women had unprecedented influence in their spheres. This dissertation attempts to determine the degree of autonomy and influence that the Julio-Claudian women had and to examine the factors that may have contributed to their exceptional influence. In trying to establish the extent and nature of the influence of the Julio- Claudian women, the ancient sources (literary, documentary and iconographic), in conjunction with modern scholarly views, were critically examined throughout. In attempting to determine the factors that influenced such weight and autonomy as these women had, the dissertation looks at the influences on women of earlier times, in particular the late Roman Republic, from a legal and a socio-historical angle. Whether the Julio-Claudian women could be considered, for example, to have been part of a “super-elite” in comparison with aristocratic women of earlier, and even later, times, was discussed and evaluated. On the surface the Julio-Claudian women did seem to enjoy a wider range of freedoms, power and influence than their counterparts, or the Roman women before or after them. Yet it is clear from the sources that these women also had restrictions laid upon them and that the patriarchal framework still curtailed their influence. When they over-stepped the accepted bounds, they were invariably vilified by the ancient historians, and often came to be negatively portrayed by subsequent generations. Whether these women truly deserved their vilification, or whether it can simply be ascribed to the bias of the ancient writers, was also explored throughout. / Classics and World Languages / M.A. (Classical Studies)

The building will be situated by the village Slupečná near the Lipno dam and located on the land that slopes to the south. It’s designed as a separately standing, four-storey. The technology of implementation is a brick. The construction system is designed as a longitudinal wall system stiffened in the transverse direction inner supporting walls. The concrete breeze blocks from the company BS Klatovy are used as main building material. Basic constructions are designed as planar and out of plain concrete and reinforced concrete. Stiff reinforced concrete prefabricated and prefamonolitic ceiling constructions from the company BS Klatovy are designed. Roofing is designed with tilt roof. The bearing construction is made up of purlin system of wood truss. Height of the roof ridge, including the covering is +13.650 m (considering relative height of 0.000). The height of the chimney head is +14.400 m. Profiled metal roof covering Lindab Goodlock is designed.

[pt] O presente trabalho investiga a constitucionalização, validade e facticidade do direito dos quilombos no Brasil com fundamento na ética do discurso de Habermas. A partir de casos concretos se tentou demonstrar a força da etnicidade na definição do direito dos quilombos, bem como o modo como as instituições jurídicas e políticas atuam na dinâmica de conflito em torno destes direitos. Buscou-se analisar o discurso parlamentar, judicial, do Ministério Público, agentes do mercado, da burocracia e do saber antropológicos na operação da dinâmica em torno da aplicação dos direitos étnicos e territoriais das comunidades negras rurais remanescentes de quilombos. Observa-se do ponto de vista sociológico o controle de constitucionalidade abstrato e concreto e a judicialização das relações étnicas no campo específico dos quilombos. Faz-se também análise dos discursos especializados no campo do direito, da antropologia e da historiografia em torno do Art. 68 do Ato das Disposições Constitucionais Transitórias – ADCT da Carta Constitucional de 1988. / [en] This paper investigates the constitutionalization, validity and factuality of the rights of Quilombos in Brazil basis it on the ethical Habermas s speech. From concrete cases it was tried to demonstrate the strength of the ethnicity in defining the right of Quilombos, and how the legal and political institutions work in the dynamics of conflict around these rights. It was sought to analyze the speech of Parliamentary, Judicial, Prosecution, Market Agents, Bureaucracy Agents and the Anthropological knowladge on the dynamics of the operation around the application of ethnic and territorial rigths of the remaining rural black communities of quilombos. From the sociological point of view the constitutional control abstract and concrete and the legalization of ethnic relations in the specific field of quilombos. It is also analyse specialized discourses in the field of Law, Anthropology and Historiography around the article 68 of the Constitutional Provisions - ADCT of the Constitutional Charter of 1988.

Much of the economy in Puerto Rico moves through industry-related fashion. In that industry, designers, producers, and sellars or clothing and accessories depend on the media to place their products in the market. For this reason, experts are needed in the field of communications that are specialists on the language or fashion industry. In Puerto Rico, there is not a specialized academic degree in Communication and Fashion Journalism; therefore, there is a need for academically prepared professionals in the field of fashion journalism The purpose of lhe research was to identify the profile of the fashion journalist in Puerto Rico. Also, it pretended to analyze the funcilons and competencies of the present fashion journalist and determine the importance of a specialized curriculum in fashion joumalism. The research was carried out using a mixed approach incorporating quantitative and qualitative methodologies. The population consisted of fashion designers who work in the fashion industry in Puerto Rico and fashion journalists who work or had worked the fashion joumalism in this country. The researcher designed two guides of questions to conduct interviews with the fashion designers and the fashion journalists, and a questionnaire which was administered to fashion designers. The significant findings of this study show that there is a need for ademically prepared professionals in fashion journalism and the fashion journalists who work and had worked on this field in Puerto Rico are self-taught regarding the field of fashion. The contributions of this research were: to identify the profile of the current fashion journalists who exercise or have execised this career in Puerto Rico and the design of a curriculum guide of a higher education degree in Communication and Fashion Journalism. / Gran parte de la economía en Puerto Rico se mueve a través de la industria relacionada con la moda. En dicha industria los diseñadores, productores y vendedores de ropa y accesorios dependen de los medios de comunicación para colocar sus productos en el mercado; por esta razón, se necesitan expertos en el campo de las comunicaciones que sean especialistas en el lenguaje de dicha industria. En Puerto Rico no existe un grado universitario en comunicación o periodismo especializado en moda y los actuales profesionales no han tenido una preparación académica en este campo del periodismo. El propósito de la investigación fue identificar et perfil del periodista de moda en Puerto Rico, analizar las funciones y competencias del periodista de moda actual y determinar la importancia de un currículo especializado en periodismo de moda. La investigación se llevó a cabo utilizando un enfoque mixto incorporando las metodologías cuantitativa y cualitativa. La población estuvo constituida por diseñadores de moda que ejercen esta carrera en Puer1o Rico y periodistas de moda que ejercen o han ejercido el periodismo de moda en el país. Se diseñaron dos guías de preguntas para llevar a cabo las entrevistas a diseñadores y periodistas; y un cuestionario el cual fue administrado a diseñadores de moda. Los hallazgos relevantes en esta investigación demuestran que los actuales periodistas de moda que ejercen o han ejercido esta carrera en Puerto Rico son autodidactas en cuanto al campo de la moda se refieren y que hay necesidad de profesionales académicamente preparados en periodismo de moda. Las aportaciones de es1a investigación fueron: identificar el perfil del actual periodista de moda que ejerce o ha ejercido esta profesión en Puerto Rico y diseñar la guía curricular de un grado académico universitario en Comunicación y Periodismo de Moda

Water delivery systems usually work in continuous way based on some prescribed flow conditions and user's needs . However there are situations in which abrupt changes in the operating conditions must be carried on. Typical examples are the alternative closing of a canal system during the non-demand periods to save water for other purposes as energy production, and the closure of a canal due the danger of water pollution in the supplier river. Closure of a canal means setting zero flow conditions by closing the gates along the canal, while maintaining specific water levels under the maximum allowed value. The closure operation requires a progressive and well planned set of actions to avoid overtopping and cracking in the canal lining, which can involve both economic and environmental issues. The opening operation involves restarting the canal to its normal operating condition from zero flow condition. This thesis is devoted to develop a supervised decentralized predictive control strategy for solving the problems related to the closure and opening operations of canal systems. The evaluation is fulfilled by means of numerical simulation on two cases of study in a variety of operating scenarios. The strategy is also experimentally validated through real-time implementation in a laboratory canal available in the Technical University of Catalonia (canal PAC-UPC). The control strategy has been developed in a two-level architecture: (i) a set of individual decentralized downstream water level predictive controllers, which are formulated via an optimal control problem under dynamic constraints and implemented by upstream local gates; and (ii) a supervising level to achieve the compromise of fast execution with smooth gate trajectories and water level regulation, even in the presence of disturbances. The simulation and real-time implementation scenarios have demonstrated that the proposed strategy is convenient for closure and opening of irrigation canals. Problems presented when the canal closure operations are not managed properly, such as overtopping, have been avoided in all the scenarios. / Los canales de riego usualmente trabajan en forma continua bajo unas condiciones de flujo prescritas y acorde a las necesidades de agua de los usuarios. Sin embargo hay situaciones en las cuales se presentan cambios abruptos en las condiciones de operación. Un típico ejemplo es la alternativa de cierre durante los periodos de inactividad de los regantes. Dicho cierre tiene por objeto el ahorro de agua para otros propósitos, como puede ser la producción de energía. Otro ejemplo es la necesidad de cierre de un canal ante la presencia de un vertido de contaminantes aguas arriba en la fuente abastecedora de agua. El cierre de un canal requiere cerrar de forma progresiva y suave las compuertas de todo el canal, evitando desbordamientos y manteniendo unos calados de seguridad en los diferentes tramos del canal hasta llegar a una condición de caudal cero. La violación de los calados máximos puede producir inundaciones y pérdidas de agua innecesarias. La reducción de los niveles de agua por debajo de los calados mínimos permitidos puede causar daños en la estructura física del canal. Esta tesis se centra en el desarrollo de una estrategia de control predictivo descentralizado supervisado para gestionar de forma automática las operaciones de cierre y apertura de canales de riego. La evaluación de la estrategia se lleva a cabo mediante la simulación numérica en dos casos de estudio. Dicha evaluación se completa mediante experimentos en tiempo real realizados en un canal de laboratorio existente en la Universitat Politècnica de Catalunya (canal PAC-UPC). La estrategia de control se ha desarrollado con una arquitectura de dos niveles: (i) un conjunto de controladores individuales descentralizados para el control de niveles de aguas abajo, cuya formulación se plantea como un problema de control óptimo con restricciones dinámicas; y (ii) un nivel de supervisión encargado de alcanzar el compromiso de una ejecución rápida del proceso de cierre (o apertura) con movimientos suaves de compuerta y de una regulación de los niveles de agua dentro de los márgenes de consigna, incluso en presencia de perturbaciones. Tanto los escenarios de simulación como los de implementación en tiempo real, han demostrado que la estrategia propuesta en esta tesis es satisfactoria para operaciones de cierre y apertura de canales de riego. En efecto, la estrategia de control ha sido capaz de evitar problemas, como por ejemplo el desbordamiento, que se presentan cuando la operación de cierre de un canal no se realiza adecuadamente.

Aquesta tesi vol aprofundir en la comprensió de les marques del distribuïdor i les percepcions dels usuaris a Espanya. L'evolució de la MdD a Espanya ve explicada pel creixement de l'ensenya Mercadona, però: les MdD generen les mateixes percepcions? Hi ha diferencies entre les marques de detallistes, en la valoració dels atributs? Es reflecteix en la lleialtat cap el producte? I en la lleialtat cap a la cadena minorista? La recerca quantitativa –a partir d'una base de dades d'entrevistes a responsables de la llar- demostra la superioritat de Bosc Verd (la marca de Mercadona en la categoria de productes per a la llar, BV a partir d'ara) respecte a les altres MdD. Aconsegueix valoracions en línia a les MB de segon nivell en els atributs de “product performance”, genera un major nivell de prova que resto de les MdD, i té una molt elevada capacitat de fidelitzar. En el segment de detergents líquids, obté resultats molt superiors a totes les marques existents. Aquesta marca semblar seguir el model anglosaxó de “MdD de més qualitat” identificat per Erdem, Zhao i Valenzuela (2004). Els spillovers (efectes desbordament) mostren diferents comportaments segons les MdD analitzades: Els usuaris de Bosc Verd, mostren un menor consum d'altres MdD i estan més fidelitzats cap a la seva MdD. Els usuaris de Carrefour i Día sí reflecteixen l'efecte creuat entre les marques: els usuaris de Carrefour també consumeixen producte de la marca Día, i aquests també consumeixen la marca Eroski. Les marques Carrefour i Día segueixen el patró estudiat i definit per Szymanowski i Gijsbrechts (2012). Des d'aquesta tesi s'ha categoritzat com “spillover intra categoria-competència”. El comprador de Mercadona compra més productes d'altres categories, per la qual cosa genera “una major despesa en la tenda” que la resta de comprador MdD de les altres ensenyes. I compra més MdD de la seva ensenya Mercadona. En aquesta tesi, aquest efecte s'ha categoritzat com “spillover inter categories-marca pròpia”. Aquest comprador segueix un patró diferent al detectat per Szymanowski i Gijsbrechts (2012): en BV l'efecte “familiaritat “de la marca és molt superior a aquest efecte “qualitat” cap a altres MdD. Les entrevistes en profunditat als directius d'empreses fabricadors, realitzades entre 2014 i 2015, situen a BV per sobre de la resta de les MdD en la valoració del producte i per la imatge de l'ensenya, la qual cosa reforça aquest avantatge de BV. L'entrevista a un ex-directiu de Mercadona ha permès descobrir la importància i dimensió de la comunicació personal que fa Mercadona, amb 1,2 milions de persones impactades a l'any. Es tracta d'una acció de comunicació en les tendes especialment dissenyada per a aquesta fi, realitzada per empleats i l'equip de prescriptors. En aquesta acció, dirigida al target de compradors o els qui viuen als voltants d'un nou establiment, s'expliquen i demostren les bondats dels productes de Mercadona en una xerrada informativa d'una hora. La recerca demostra que BV és una marca amb dimensions de marca en línia o superiors a les MB2, superiors a la resta de les MdD i molt bé valorada pels seus usuaris. És una marca que té les característiques de les marques “anunciades a TV”: 1) és coneguda, 2) és provada en una proporció molt superior a la resta de MdD i fins i tot algunes MB (l'alt nivell de prova confirma la poca incertesa que genera) 3) té una excel·lent capacitat de fidelització per l'excel·lent relació qualitat-preu que ofereix i 4) expandeix el seu ús a altres categories, com ocorre amb les extensions de línia de les MB i 5) la comunicació que realitza –no auditada per Infoadex- és diferent però sens dubte efectiva. La prova de la seva efectivitat és presència de “la recomanació” com a factor de compra detectat en la recerca. Els excel·lents resultats de BV posen en una situació difícil a aquelles MB “no capdavanteres” que no són capaces de crear un espai propi al mercat. La qualitat del producte, la imatge de la tenda i la comunicació en el punt de venda generen una percepció de la MdD de Mercadona i de l'ensenya Mercadona més positiva que la que tenen la resta de detallistes. Això fet explica que aparegui com una de les marques més estimades pels espanyols en l'estudi del *Iese (2012). Aquest conjunt de factors crea “un entorn competitiu únic” per als fabricants a Espanya, com indica algun entrevistat. Les MB han de replantejar-se la seva estratègia en aquest entorn competitiu que ha demostrat que Mercadona és capaç de tenir la marca número u en moltes categories. Ho aconsegueix amb una comunicació diferent, però sens dubte molt efectiva. Les línies futures de recerca poden ser diverses i en múltiples àrees. A nivell de comunicació, seria interessant analitzar en l'àmbit minorista quins són els resultats d'una comunicació massiva front l'aproximació actual; en aquest sentit, poder avaluar els resultats de Lidl -amb un producte de qualitat i publicitat massiva en televisió- pot resultar de gran interès. En l'àmbit dels efectes spillovers, seria interessant estudiar aquests efectes cap a altres categories (per exemple, alimentació i drogueria, o cura personal i drogueria) i veure si mostren un patró de comportament similar. També seria interessant conèixer la situació al moment actual i veure l'evolució de les diferents MB. / Esta tesis quiere profundizar en la comprensión de las marcas del distribuidor y las percepciones de los usuarios en España. La evolución de la MdD en España viene explicada por el crecimiento de la enseña Mercadona, pero: ¿las MdD generan las mismas percepciones? Hay diferencias entre las marcas de detallistas en la evaluación de los atributos? Se ve reflejado en la lealtad hacia el producto? ¿y en la lealtad hacia la cadena minorista? La investigación cuantitativa –a partir de una base de datos de entrevistas a responsables del hogar- demuestra la superioridad de Bosque Verde (la marca de Mercadona en la categoría de productos para el hogar, BV a partir de ahora) respecto a las demás MdD. Consigue valoraciones en línea a las MB de segundo nivel en los atributos de “product performance”, genera un mayor nivel de prueba que resto de las MdD, y tiene una muy elevada capacidad de fidelizar. En el segmento de detergentes líquidos, obtiene resultados muy superiores a todas las marcas existentes. Esta marca parecer seguir el modelo anglosajón de “MdD de más calidad” identificado por Erdem, Zhao y Valenzuela (2004). Los spillovers (efectos desbordes) muestran diferentes comportamientos según las MdD analizadas: Los usuarios de Bosque Verde, muestran un menor consumo de otras MdD y estan más fidelizados hacia su MdD. Los usuarios de Carrefour y Día sí reflejan el efecto cruzado entre las marcas: los usuarios de Carrefour también consumen producto Día, y éstos también consumen Eroski. Las marcas Carrefour y Día siguen el patrón estudiado y definido por Szymanowski y Gijsbrechts (2012). Desde esta tesis se ha categorizado como “spillover intra categoría-competencia”. El comprador de Mercadona compra más productos de otras categorías, por lo que genera “un mayor gasto en la tienda” que el resto de comprador MdD de las otras enseñas. Y compra más MdD de su enseña Mercadona. En esta tesis, este efecto se ha categorizado como “spillover inter categorías-marca propia”. Este comprador sigue un patrón diferente al detectado por Szymanowski y Gijsbrechts (2012): en BV el efecto “familiaridad “de la marca es muy superior al efecto “calidad” hacia otras MdD. Las entrevistas en profundidad a los directivos de empresas fabricantes, realizadas entre 2014 y 2015, sitúan a BV por encima del resto de las MdD en la valoración del producto y por la imagen de la enseña, lo que refuerza esa ventaja de BV. La entrevista a un ex-directivo de Mercadona ha permitido descubrir la importancia y dimensión de la comunicación personal que hace Mercadona, con 1,2 millones de personas impactadas al año. Se trata de una acción de comunicación en las tiendas especialmente diseñada para este fin, realizada por empleados y el equipo de prescriptores. En esta acción, dirigida al target de compradores o quienes viven en los alrededores de un nuevo establecimiento, se explican y demuestran las bondades de los productos de Mercadona en una charla informativa de una hora. La investigación demuestra que BV es una marca con dimensiones de marca en línea o superiores a las MB2, superiores al resto de las MdD y muy bien valorada por sus usuarios. Es una marca que tiene las características de las marcas “publicitadas en TV”: 1) es conocida, 2) es probada en una proporción muy superior al resto de MdD e incluso algunas MB (el alto nivel de prueba confirma la poca incertidumbre que genera) 3) tiene una excelente capacidad de fidelización por la excelente relación calidad-precio que ofrece y 4) expande su uso a otras categorías, como ocurre con las extensiones de línea de las MB y 5) la comunicación que realiza –no auditada por Infoadex- es diferente pero sin duda efectiva. La prueba de su efectividad es presencia de “la recomendación” como factor de compra detectado en la investigación. Los excelentes resultados de BV ponen en una situación difícil a aquellas MB “no líderes” que no son capaces de crear un hueco propio en el mercado. La calidad del producto, la imagen de la tienda y la comunicación en el punto de venta generan una percepción de la MdD de Mercadona y de la enseña Mercadona más positiva que la que tienen el resto de minoristas. Ello hecho explica que aparezca como una de las marcas más amadas por los españoles en el estudio del Iese (2012). Este conjunto de factores crea “un entorno competitivo único” para los fabricantes en España, como indica algún entrevistado. Los fabricantes de “MB” deben replantearse su estrategia en este entorno competitivo que ha demostrado que Mercadona es capaz de tener la marca número uno en muchas categorías. Lo consigue con una comunicación diferente, pero sin duda muy efectiva. Las líneas futuras de investigación pueden ser varias y en múltiples áreas. A nivel de comunicación, sería interesante analizar en el ámbito minorista cuáles son los resultados de una comunicación masiva frente la aproximación actual; en este sentido, poder evaluar los resultados de Lidl -con un producto de calidad y publicidad masiva en televisión- puede resultar de gran interés. En el ámbito de los efectos spillovers, sería interesante estudiar estos efectos hacia otras categorías (por ejemplo, alimentación y droguería, o cuidado personal y droguería) y ver si muestran un patrón de comportamiento similar. También sería interesante conocer la situación en el momento actual y ver la evolución de las diferentes MB. / This thesis aims to deepen the understand of the Distributor Brands, (DB) and their user perceptions in the Spanish market. The evolution of the DB in Spain is explained by the growth of the retail chain Mercadona, but: do the existing DB generate the same perceptions? Are there differences among the retail chains brands in the attributes evaluation? Do they impact on the loyalty towards the product? And towards the chain? Quantitative research - from a database of interviews with household shoppers- shows the superiority of Bosque Verde (the Mercadona brand in the category of household cleaning products, now BV) with respect to any other DB. BV achieves results in line with the second level MB on product performance attributes; BV generates a higher trial level than the DB, and has a very high capacity to convert buyers into loyal users. In the liquid detergent segment, the BV results are far superior to all other existing brands. BV seem to follow the Anglo-Saxon model of “high quality DB" identified by Erdem, Zhao, and Valenzuela (2004). The spillovers effects show different behaviours depending on the DB: BV users show a lower consumption of other DB and are more loyal towards their brand. Carrefour and Día users do reflect a cross effect between the brands: Carrefour users also purchase Día products, and Día users also purchase Eroski products. Carrefour and Día brands follow the pattern defined by Szymanowski and Gijsbrechts (2012). In this thesis we have named this effect "intra-category competitor spillover". The Mercadona buyer also purchases more products from other categories, generating "higher in-store spending” compared to the rest of DB buyers of other retailers. And they buy Mercadona DB in higher proportion to other DB buyers of other retailers. In this thesis, this effect has been categorized as "inter category –own brand spillover". This buyer follows a different pattern from that described by Szymanowski and Gijsbrechts (2012): BV brand shows that the “familiarity” brand effect is far superior to the "quality" effect towards other DB. In the in depth interviews carried out between 2014 and 2015, managers of the main manufacturers’ interviewed consider BV better than all of the other DB competitors due to its better product performance and the positive Mercadona retail image, both which reinforce the advantages of BV. The interview with a former Mercadona executive uncovered the importance and dimension of one-to-one Mercadona communication, which reaches 1.2 million people per year. It's an in-store communication action especially designed for this purpose, carried out by employees and a team of “prescriptors”. In this action, aimed at Mercadona buyers or those who live in the vicinity of a new shop, they explain and demonstrate the benefits of Mercadona products at a one hour meeting. Research shows that BV is a brand with brand dimensions in line or above the second level MF, higher than the rest of the DB and highly valued by its users. It is a brand that has the traits of TV advertised brands: 1) it has high awareness, 2) it is tried in a higher proportion to the rest of DB and even some MB (the high trial level confirms the low uncertainty it generates, 3) it has excellent loyalty ratio for its value for money offering, 4) BV expands its usage to other categories (as happens with MB line extensions) and, 5) the communication plan put in place -not audited by Infoadex- is certainly effective. Its effectiveness is demonstrated by the "recommendation" as a purchase factor, identified in the research. The excellent results of BV create a difficult situation for those non-leading MB who are not able to create their own niche in the market. The quality of the product, the store image and the communication at the point of sale generate a more positive Mercadona DB perception and Mercadona retail perception than the rest of retail chains. This fact explains why it was shown to be one of the most beloved brands by Spaniards in a study by IESE (2012). This set of factors creates "a unique competitive environment" for manufacturers in Spain, as indicated by one interviewee. "MB" and its manufacturers should rethink their strategy in this competitive environment where Mercadona has shown that is able to achieve number one position in many categories. This is achieved by means of a different, but certainly very effective communication approach and strategy. Future lines of research can be various and in multiple areas. At the communication level, it would be interesting to analyse the results of a massive advertising campaign in the retail field compared to the current Mercadona approach; in this sense, the Lidl advertising results -with a quality product and significant TV media - may be of great interest. In the field of spillover effects, it would be interesting to study these effects in other categories (for example, food and drugstore, or personal care and drugstore) and evaluate if they show similar patterns. It would also be interesting to know the current situation and compare the evolution of the different MB.

En este trabajo se ha desarrollado un microscopio de fuerzas (SFM) provisto de microscopía electrostática (ESFM) y microscopía Kelvin (KPM) especialmente diseñado para integrarse en un microscopio óptico invertido de forma que combine simultáneamente las técnicas de campo cercano con las técnicas ópticas. Tras una introducción (capítulo 1) y la descripción de las técnicas experimentales (capítulo 2), se detallan las características del diseño de un primer prototipo, así como las medidas realizadas con él con el fin de comprobar su correcto funcionamiento (capítulo 3). El capítulo 4 muestra el diseño de un segundo prototipo con las mejoras que incorpora respecto al primero, que lo convierten en un sistema más completo, versátil y fácil de manejar. También figuran las medidas realizadas con él. El capítulo 5 muestra un estudio de fotodegradación en polímeros conductores en función de la radiación incidente, combinando microscopía electrostática y Kelvin con técnicas ópticas. / In this work we have developed an Scanning Force Microscope (SFM) equipped with Electrostatic and Kelvin Probe Microscopy (ESFM, KPM), specially designed for integration into an inverted optical microscope in order to combine near-field techniques with optical techniques. After an introduction (Chapter 1) and the description of the experimental techniques (Chapter 2), are described the features of the design of a first prototype, as well as the measurements made with it in order to verify proper operation (Chapter 3). The Chapter 4 shows the design of a second prototype that incorporates the improvements over the first, making it more comprehensive, versatile and easy to handle. Also are shown the measurements performed with it. The Chapter 5 shows a photodegradation study of conductive polymers as a function of incident radiation combining KPM with optical techniques.