Made available in DSpace on 2016-04-26T20:23:30Z (GMT). No. of bitstreams: 1 Rodrigo Leme Freitas.pdf: 1352446 bytes, checksum: 62ae7a0954a1ecad3b3e8a3f960ddff1 (MD5) Previous issue date: 2015-02-23 / The present work has as its scope to take an interconnected approach between the context of the high rate of violation of intellectual property rights and consumer protection. Before entering specifically in the systematical analysis of the spectrum of both juridical institutes, a brief contextualization will be performed regarding the moment called post-modern, based on the assumption that the main subject area does not result from isolated facts, but from a set of factors which echo in the current historical moment. Subsequently, it will be entered in the joint analysis of the two work pillars which are the intellectual property and the consumer right. In a first moment, the main institutes of intellectual property, their foundations and their historical evolution will be analyzed. Then, with regard to the consumer right, the historical movement which resulted in the formation of its structural axis will be studied, as well as the interference of intellectual property in this construction. The objective, regarding these two approaches, is to seek to demonstrate the preliminary convergence line between both juridical institutes, making clear the approximation feature between them. In chapter 5, however, the work ingresses in its second part. The objective will be to bring up some of the practical and theoretical aspects which aid in the clarification of the detachment which was being settled in the analogue study between these two directions, aiming to present, with that, certain dissonances and paradoxes which were being created by virtue of that detachment. In this chapter, therefore, some of the possible unsteadiness generated by this reality will be verified, so that it enables a reflection regarding the paths which have been traced by this context, not only as a matter of systemic coherence, but for an effective protection of the consumer due to the violations generalized to goods protected by intellectual property rights, above all, in peripheral countries such as Brazil / O presente trabalho tem por escopo fazer uma abordagem interligada entre o contexto da alta taxa de violação dos direitos de propriedade intelectual e a defesa do consumidor. Antes de se ingressar especificamente na análise sistêmica do espectro de ambos os institutos jurídicos, será realizada uma breve contextualização acerca do momento dito pós-moderno, partindo-se do pressuposto de que a temática central não resulta de fatos isolados, mas sim, de um conjunto de fatores que fazem eco no próprio momento histórico atual. Ato contínuo se ingressará na análise conjunta dos dois pilares do trabalho que são a propriedade intelectual e o direito do consumidor. Em um primeiro momento, serão analisados os principais institutos da propriedade intelectual, seus fundamentos e sua evolução histórica. Em seguida, no que tange ao direito do consumidor, será estudado o movimento histórico que desaguou na formação de seu eixo estrutural, assim como a interferência da propriedade intelectual nessa construção. O objetivo, com essas duas abordagens, é buscar demonstrar a preliminar linha de convergência entre os dois institutos jurídicos, tornando clara a feição de aproximação entre ambos. Já no capítulo 4, o trabalho ingressa na sua segunda parte. O objetivo será trazer à tona alguns dos aspectos práticos e teóricos que auxiliam na elucidação do distanciamento que foi se instalando no estudo análogo entre essas duas vertentes, almejando apresentar, com isso, certas dissonâncias e paradoxos que foram sendo criadas em virtude de tal afastamento. Nesse capítulo, serão verificados, portanto, alguns dos possíveis descompassos gerados por essa realidade, de modo a possibilitar uma reflexão sobre os caminhos que vêm sendo traçados por esse contexto, não apenas por uma questão de coerência sistêmica, mas para uma proteção efetiva do consumidor em razão das violações generalizadas a bens protegidos por direitos de propriedade intelectual, sobretudo, em países periféricos como o Brasil

La recherche se propose d’introduire en sciences de gestion le concept de cherté de la vie du point de vue des consommateurs. Pour ce faire, la recherche propose, dans un premier temps, de définir le concept de cherté de la vie tel qu’évalué par les consommateurs et d’en identifier son contenu. Dans un second temps, la recherche pose la question des antécédents de cette évaluation et de ses conséquences sur le comportement d’achat des consommateurs.La démarche empirique s’appuie sur une Mixed Methods Research. Il s’agit là d’une méthode de recherche qui implique de combiner à la fois les éléments d’une approche quantitative et d’une approche qualitative à des fins de compréhension et de corroboration. Dans cette optique, deux principales études empiriques ont été réalisées : (1) une étude exploratoire qualitative composée de plusieurs méthodes de collecte de données (entretiens semi directifs, netnographie, sondage en sortie de supermarché) et (2) une étude quantitative confirmatoire menée auprès de 700 résidents de l’île de La Réunion.L’étude qualitative permet (1) de déterminer les causes de cette cherté de la vie du point de vue des consommateurs, (2) de définir l’évaluation de la cherté de la vie et de structurer son contenu et (3) d’analyser les conséquences de cette évaluation sur le comportement d’achat des consommateurs. A la lumière de ces premiers résultats et de la revue de la littérature, une série d’hypothèses ainsi que le modèle de la recherche qui en découle sont alors formulés. Hypothèses et modèle testés lors de la phase quantitative.L’étude quantitative permet quant à elle (1) de valider un instrument de mesure de l’évaluation de la cherté de la vie, (2) de mettre en évidence l’influence de l’évaluation de la cherté de la vie sur les comportements d’achat des consommateurs, et (3) de souligner le rôle modérateur de la préoccupation du maintien du pouvoir d’achat (PPA). La recherche a comme principaux apports la conceptualisation de la cherté de la vie du point de vue des consommateurs et la mise en exergue des conséquences de cette évaluation sur les habitudes de consommation des individus. Les résultats permettent ainsi d’alimenter la réflexion sur la nécessité, pour les managers, de tenir compte de / The research proposes to introduce the concept of high cost-of-living from customers’ point of view into managementscience. In order to do this, the research first proposes to define the concept of high cost of from customers’ point of viewand to identify its content. Secondly, the research focuses on the antecedents of the concept and its consequences onconsumers' purchasing behavior.The empirical approach is based on a Mixed Methods Research. This is a research method that involves combining boththe elements of a quantitative and qualitative approach in order to understand the high cost-of-living from customers’point of view. Two main empirical studies have been carried out: (1) a qualitative exploratory study composed of severalmethods of data collection (semi-directive interviews, netnography, survey at the exit of a supermarket) and (2) aquantitative confirmatory study with a sample of 700 residents of Réunion Island.The qualitative study allows (1) to determine the causes of this high cost-of-living from customers’ point of view, (2) todefine the concept and to structure its content and (3) to analyze the consequences of this evaluation on consumerpurchasing behavior. From the results of the qualitative study and the literature review, a series of assumptions and themodel of research are formulated. The assumptions and the model are tested during the quantitative study.The quantitative study allows (1) to validate a measuring instrument of evaluation of the high cost-of-living, (2) todetermine the influence of this evaluation on consumer buying behavior, and (3) to emphasize the moderating role ofPPA.The main contributions of this research are the conceptualization of the high cost of living from customers’ point of viewand the description of the consequences of this evaluation on consumer.