First Advisor

Melissa Appleyard

Date of Award


Document Type


Degree Name

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


Business Administration


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




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.


In Copyright. URI: This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

Persistent Identifier