Graduation Year
2019
Date of Submission
12-2018
Document Type
Open Access Senior Thesis
Degree Name
Bachelor of Arts
Department
Psychology
Reader 1
Jay Conger
Terms of Use & License Information
Rights Information
© 2018 Remi A Edwards
OCLC Record Number
1089151766
Abstract
Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals.
Recommended Citation
Edwards, Remi A., "How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships" (2019). CMC Senior Theses. 2042.
https://scholarship.claremont.edu/cmc_theses/2042
