haku: @journal_id 1668 / yhteensä: 273
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| Tekijä: | |
| Otsikko: | Autopoiesis in Disneyland: Reassuring consumers via autopoietic brand management |
| Lehti: | International Journal of Advertising
1999 : VOL 18:4, p. 519-536 |
| Asiasana: | MARKETING CONSUMERS BRANDS MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | This study presents a new concept of brand management: autopoietic brand management. The Disney brand is managed as an autopoietic system: the brand has its own operating code, self-defined boundaries, self-replicating ability and apce of operation. This conveys a sense of reassurance to Disney's customers. |
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