Débat social et juridique, la condition pénale de l’enfant à naître s’est, dans un premier temps, cristallisée autour de la question de l’interruption volontaire de grossesse. Cette question a ensuite trouvé un prolongement dans la jurisprudence criminelle relative à l’atteinte involontaire à la vie d'un enfant à naître. La situation pénale de l’enfant avant sa naissance est caractérisée par une absence de reconnaissance de sa qualité de victime. Les interrogations relatives à la condition juridique de l’enfant conçu ont également été renouvelées par les différentes lois bioéthiques et le sort réservé aux embryons surnuméraires. L’indétermination du statut juridique de l’enfant avant sa naissance trouve des éléments de réponse dans la confusion notionnelle qui règne autour de la notion de personne. Parallèlement, une analyse erronée des législations qui autorisent les atteintes portées à la vie embryonnaire sclérose sa situation juridique. La condition pénale de l’enfant avant sa naissance doit évoluer vers une reconnaissance de sa personnalité humaine. Les notions consubstantielles de personne humaine et de dignité sont les outils notionnels au service de la reconnaissance pénale de l’être avant sa naissance. Cette protection pénale de la vie anténatale doit s’organiser parallèlement à la protection pénale de la liberté procréative de la femme. / Social and legal debate, the criminal condition of the unborn child has first centered around the issue of termination of pregnancy. This issue has then found an extension in criminal case-law concerning the involuntary infringement on the life of the unborn child. The criminal situation of the child before his/her birth is characterized by a lack of identification of its status as a victim. The questions about the legal status of the conceived child have also been renewed by the various laws on bioethics and the fate of surplus embryos. Some answers about the indeterminate character of the legal status of the child before his/her birth can be found in the notional confusion which surrounds the notion of person. At the same time, an erroneous analysis of the legislations which allow attempting to damage the embryo’s life block the evolution of its legal status. The criminal condition of the unborn child must tend towards a recognition of his/her human personality. The consubstantial notions of human being and dignity will be the notional tools helping to acknowledge the criminal status of the person before his/her birth. This criminal protection of the pre-birth life must be concomitantly organized with the criminal protection of the liberty of a woman to conceive a child.

In their continuous search for improved explanations of why consumers engage with certain brands more than with others, academics and managers have placed significant importance on self-brand congruence theory, which suggests that consumers are drawn to brands with characteristics that align with their own characteristics. Although this theory has been extensively investigated and supported by previous research, it has hitherto been assumed that the alignment of characteristics exhibits a similarity configuration, that is, consumers are drawn to brands with traits that mirror their own traits. By adopting a relational view of consumer-brand interactions and drawing from the literature on interpersonal relationships, specifically from theories of interpersonal attraction, the thesis explores the possibility that besides similarity, self-brand personality alignment may also exhibit a complementarity configuration, whereby consumers are drawn to brands with traits that complement their own. Using a two-phase empirical study of mixed methods [in-depth interviews and online survey (n=206)], the thesis first explores the structure of consumers’ perceptions of their own personalities and those of their favourite brands using Exploratory Factor Analysis. Results reveal that although brand personality has the same five factor structure as human personality, the composition of dimensions is distinct. The patterns of alignment between the two sets of traits are then examined through Canonical Correlation Analysis, which reveals the existence of both similarity and complementarity configurations in self-brand personality alignment. A new method for measuring the magnitude of self-brand personality alignment is then devised, which captures both configurations. The predictive power of this new measure is then compared against existing, similarity-based measures for a range of desirable brand behaviours, using Discriminant Analysis and Linear Regression. Results indicate the new measure performs well, especially for emotionally-related brand behaviours.

Made available in DSpace on 2016-04-26T20:23:23Z (GMT). No. of bitstreams: 1 Leandro Reinaldo da Cunha.pdf: 3153412 bytes, checksum: 65b84a901797a6c5869ec6f5a9a468b3 (MD5) Previous issue date: 2014-10-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This thesis pursuit a wide appreciation about gender figure in brazilian civil law, based in comparative law, searching a review of current social parameters and the attention that legal system gives to the theme, with the ultimate objective to configure gender identity like a right of personality relegated by State, as like the consequences of this attitude. At first it s necessary to show some points about sexuality and gender identity, setting understanding criteria about theme to avoid misunderstandings of treating different things like equal, as well as equate absolutely distinct situations, passing, further, to constitutional principles's comprehension that support the proposition. A more accurate analysis shows that gender identity is a widely overlooked issue by the atual legal system, however it had scarce regulations with low amplitude and lots of law projects that recognize gender identity like right of personality stationary in national Congress, revealing a manifested delay of our country, because the theme is already written in the foreign legislation since the mid-twentieth century. The treatment given in national legal system to gender identity confers to transgender and to intersexual a huge marginalization condition, hindering that this social group can live fully its citizenship, in an evident attack to commandment inherent of the Democratic Law State, hitting frontally human dignity principle, as so rights personality s elements. Garantee to everyone all conditions to a dignity life in society, with no bias and discrimination, respecting fundamental rights stated in Federal Constitution, as well the criteria regulamented in international agreements and declarations of human righs is a obligation of all State that have the human dignity as one of your basis. State s delay to garantee respect to human being with all of your characteristics and idiosyncrasies are a serius omission that cannot perpetuate itself / A presente tese tem por escopo uma apreciação ampla da figura do gênero no âmbito no direito civil brasileiro, com o direito comparado como pano de fundo, buscando uma análise dos parâmetros sociais vigentes e da atenção dada pelo ordenamento jurídico ao tema, com o objetivo final de configurar a identidade de gênero como um direito da personalidade relegado pelo Estado, bem como as consequências desta atitude. Inicialmente é necessário apresentar alguns pontos acerca da sexualidade e da identidade de gênero, fixando critérios para a compreensão do tema a fim de que não se incorra no equívoco de tratar coisas diferentes de forma igual, nem mesmo de se equiparar situações manifestamente distintas, passando, a seguir, pela compreensão dos princípios constitucionais que sustentam a questão proposta. Uma análise mais acurada mostra que a identidade de gênero, é tema amplamente ignorado pelo ordenamento jurídico vigente, havendo, contudo, parcos regramentos de amplitude reduzida e inúmeros projetos buscando de alguma forma tratar da questão da identidade de gênero como forma de direito da personalidade sem encaminhamento no Congresso Nacional, revelando um manifesto atraso do nosso país, pois o tema já se apresenta positivado na legislação alienígena desde meados do século XX. O tratamento dispensado no ordenamento pátrio à identidade de gênero confere ao transexual e ao intersexual uma condição de marginalização atroz, impedindo que este grupo social possa viver na plenitude a sua cidadania, em expressa ofensa aos preceitos inerentes ao Estado Democrático de Direito vigente, atingindo frontalmente o princípio da dignidade da pessoa humana e, ato contínuo, aos elementos vinculados aos direitos da personalidade. Garantir a todos condições plenas de uma vida digna em sociedade, livre de preconceitos e discriminações, respeitando os direitos fundamentais previstos na Constituição Federal, como também os critérios regulamentados em tratados e declarações internacionais de direitos humanos é dever de todo Estado que tenha a dignidade da pessoa humana como um de seus fundamentos. A leniência do Estado em garantir o respeito ao ser humano com todas as suas características e idiossincrasias é uma grave omissão que não pode mais se perpetuar

Sport sponsorship on social media is a marketing promotional tool that has become increasingly popular. Further, the sport sponsorship spending is only expected to increase. Athletes are becoming brand ambassadors and communicators advertising products and brands on their social media channels. Collaborations between athletes and brands can be essential for both parties. Previous research has studied the concept of sport sponsorship´s influence on brand equity and sport sponsorship´s influence on social media engagement. However, to the best of the author's knowledge, no prior study has focused on how an individual's personality affects the perception of the brand personality of the sponsor brand, as well as the personality of the promoting athlete in the context of social media marketing. As culture differences have been reported to affect sport sponsoring, the decision was taken to focus on the Swedish market, which has not been studied before. Thus, the following research question was put forth: How do Swedish consumers perceive sport sponsorship on social media, and what are the effects of congruence? Through a mixed method approach the study aimed to answer the research question. The aim of the study was to develop a deeper understanding around sport sponsorship on the social media platform Instagram and how it affects consumers' attitude towards and perception of the brand acting as a sponsor. An online questionnaire was sent out to consumers within Generation Z as well as interviews were held with business practitioners to gain information from various perspectives. The findings of the study will give brand managers within the Swedish market insights into the consumers´ attitude towards sport sponsorship which will be of major importance when planning future activities within this area. The study is based on the theoretical framework centered on the Big 5 Personality Traits, Brand Personality and Congruency Theory. Results reveal that congruence between the consumer ́s personality traits and the athlete ́s personality traits as well as between the athlete´s personality traits and the brand's personality both have an impact on how consumers perceive the outcomes of sport sponsorship on social media. The outcomes studied were consumers´ perception of fit, consumers´ attitude towards the sport sponsorship, brand reputation and consumers perception of self-brand connection. Looking at the brand personality dimensions, sincerity is considered to be highly essential for a brand as it is this dimension alone that was shown to have an effect on how consumers view the sport sponsorship when it comes to overall fit, attitude, reputation and self-brand connection. An athlete, on the other hand, should be sought by being perceived as conscientious, as this trait is shown to have a positive impact on the congruence between the respondent and the athlete and influences the perceived overall fit, attitude, and self-brand connection. However, results also reveal that different athletes are perceived differently and thus the outcomes of the sport sponsorship, from the sponsoring brand´s perspective, may differ.