First Advisor

Melissa Appleyard

Date of Award

2016

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Business Administration: Advertising Management and University Honors

Department

Business Administration

Subjects

Contracting out -- Case studies, Product management -- Case studies, Brand loyalty

DOI

10.15760/honors.272

Abstract

The purpose of this thesis is to articulate the effects on brand equity for companies who have hired contract manufacturers. Focusing on the direct, tactical, and internal complications that arise when hiring a contract manufacturer, a theoretical framework was used to extend the complications and describe the impacts to brand equity. Research sources spanned peer-reviewed journals, case studies, interviews, and market research. In addition to fulfilling the honors thesis requirement, this paper also satisfies a University Studies Capstone requirement to aid an entrepreneur considering the use of contract manufacturing. Findings include positive and negative impacts to brand equity for companies who employ contract manufacturers. Professionals responsible within an organization for brand management can use this paper as a guide in traversing a new or existing relationship with a contract manufacturer.

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Persistent Identifier

http://archives.pdx.edu/ds/psu/18067

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