Malgré l'expansion des publicités conjointes, la littérature y afférente demeure embryonnaire et reflète certaines divergences, notamment par rapport aux termes employés pour caractériser la relation entre les marques partenaires (fit, cohérence perceptuelle, complémentarité, congruence).Cette recherche tente d'élucider le processus de formation et de changement d'attitudes en publicité conjointe en trois étapes : (1) en justifiant en quoi le concept de congruence est le plus intéressant pour caractériser la relation entre les marques partenaires, (2) en explorant les dimensions qui sous-tendent la congruence perçue des marques, et (3) en modélisant ce processus sur la base d'une intégration du modèle ELM en persuasion publicitaire et de la théorie de la congruence de Mandler.Les résultats montrent d'abord que la perception de la congruence des marques s'effectue via les aspects fonctionnels et symboliques de l'alliance. Ensuite, les analyses menées à l'issue d'une expérimentation auprès de 1517 consommateurs, montrent principalement que l'incongruence fonctionnelle n'affecte pas les attitudes post-exposition envers les marques à images fortes et positives. Toutefois, cette incongruence peut exercer une influence négative sur l'attitude envers l'alliance et sur l'attitude envers l'annonce, si elle n'est pas résolue. / In spite of the joint advertising expansion, the literature remains embryonic and reflects some divergences, especially in the various terms used to describe the relationship between the brand partners (fit, perceived consistency, complementarity, congruity).This research tries to clarify the process of attitude formation and change in joint advertising, in three steps: (1) by justifying how the congruity concept is the most interesting to characterize the relationship between the brand partners, (2) by exploring the dimensions that underlie the perceived congruity, and (3) by modelizing this process on the basis of an integration of ELM model and Mandler's theory.First, the results show that the perception of the brand congruity is made through the functional and symbolic aspects of the alliance. Then, the analyses of an experiment on 1517 consumers show primarily that the functional incongruity doesn't affect the post-exposition attitudes towards brands having strong and positive images. However, this incongruity can exert a negative influence on the attitude towards the alliance and on the attitude towards the ad, if it is not resolved.

Šiame magistro baigiamajame darbe analizuojami prekiavimo susitarimų teisinio vertinimo ypatumai ES ir LR konkurencijos teisėje. Praktikoje egzistuoja ir daugiau prekiavimo susitarimų formų, tačiau šiame darbe analizuojamos tik Komisijos praktikoje dažniausiai nagrinėtos prekiavimo susitarimų formos: bendras pardavimas, abipusis ir neabipusis platinimas ir bendras reklamavimas. Šiame darbe analizuojama prekiavimo susitarimų samprata, apibrėžiamos atskirų prekiavimo susitarimų formų sąvokos, nustatomi prekiavimo susitarimus sudarančių subjektų požymiai, analizuojami prekiavimo susitarimų teisinio vertinimo ypatumai ES ir LR konkurencijos teisėje, nustatomos prekiavimo susitarimų teisinio vertinimo sąlygos, analizuojama konkurencijos priežiūros institucijų praktika, vertinant bendro pardavimo, abipusio ir neabipusio platinimo bei bendro reklamavimo susitarimus, apibrėžiama atskirų prekiavimo susitarimų formų vertinimo specifika, t. y. nustatoma, kokiais atvejais atskiros prekiavimo susitarimų formos yra laikomos įprastai ribojančiomis konkurenciją, o kokiais atvejais įprastai konkurencijos problemų nesukeliančiomis. Šiame darbe patvirtinama hipotezė, kad prekiavimo susitarimų skirstymas į atskiras formas neturi teisinės reikšmės tokiuose susitarimuose nustatomų horizontaliųjų apribojimų vertinimui, kadangi nepriklausomai nuo to, kurioje prekiavimo susitarimų formoje šie apribojimai yra nustatomi, jie yra vertinami lygiai taip pat. Darbe taip pat patvirtinama hipotezė, kad... [toliau žr. visą tekstą] / The Master thesis analyses the peculiarities of legal assessment of commercialisation agreements under the competition law of the European Union and the Republic of Lithuania. Taking into consideration the fact that in practice there are more forms of commercialisation agreements, it should be noted, that the study examines only the forms of commercialisation agreements which were estimated in the Commission practice most often: joint selling, reciprocal and non-reciprocal distribution and joint advertising. The study examines the concept of commercialisation agreements, determines different forms of commercialisation agreements, identifies attributes of the entering parties and defines conditions of legal assessment of the commercialisation agreements. The thesis also analyses practice of competition authorities by estimating the agreements of joint selling, reciprocal and non-reciprocal distribution and joint advertising. Furthermore, it determines particularity of the assessment of individual commercialisation agreements, i.e. confirms circumstances in which usually some forms of the agreements can be considered as restricting competition and circumstances in which usually these agreements have no competition difficulties. This work proves the hypothesis that commercialisation agreements division into several forms does not have legal importance for the assessment of their horizontal restraints because the agreements are assessed equally without reference to the... [to full text]