Article2014

Ethnographic study on the Harley Davidson culture and community

12 citations0/0 files storedJournal of Technology Management in China

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Nostalgia and Consumer Behavior

Abstract

Purpose – One of the most powerful and organizing methods in the world today revolves around the activities that individuals participate in and the subsequent interpersonal relationships that give people meaning in life. The paper aims to discuss these issues. Design/methodology/approach – Today's society longs to add meaning and identity to their lives in a variety of ways. A sense of belonging, or a sense of community, has proven very impactful on the lives of many and creates certain changes to an individual's mindset that relate to the specific subsets of culture and consumption to which they identify with. Findings – The authors find that Harley Davidson has a strong following in the USA and suggest that it might also have one in China. Originality/value – In this paper, the authors attempt to define and better categorize a subset of the Harley Davidson following, while studying the habits, relationships, and reasoning behind both the new motorcycle owners, and the veterans of the Harley Davidson way of life. The authors will also attempt to analyze the role relationships (spouse, significant other, and friends or relatives) play in the decision to join this niche subculture. Analyzing these potential and newly converted Harley Davidson customers to gain insight and understanding about the deciding social factors at play in choosing this brand over the others is a primary focus. In studying this unique subculture of consumption, the authors hope to better understand the development and rationale of new Harley Davidson riders and to measure certain personal levels of enjoyment on an individual or group setting, and to analyze the impact on ones social image before and after purchase.

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References

2008Mentoring across global boundaries: an empirical examination of home- and host-country mentors on expatriate career outcomes 1998Investigating newcomer expectations and job-related outcomes.2005Global mentoring as a means of career development and knowledge creation 2002Implementing Realistic Job Previews and Expectation-Lowering Procedures: A Field Experiment 2008A comprehensive model and measure of compensation satisfaction 1996Cognitive complexity and the perceived dimensionality of pay satisfaction.2011Turnover prediction using attitudes towards benefits, pay, and pay satisfaction among employees and entrepreneurs in Estonia, Latvia, and Lithuania 2006Compensation satisfaction in the Baltics and the USA

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2014Cross-cultural, values and ethics differences and similarities between the US and Asian countries

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