A Brand Community From Subcultures Of Consumption Like Harley Davidson Motorcycle Enthusiasts

1160 WordsOct 17, 20155 Pages
4. Mainstream ideology distinguishes a brand community from subcultures of consumption like Harley Davidson motorcycle enthusiasts (Schouten and McAlexander, 1995). There is distinction between Harley Davidson supporters which unites because of brand with cruiser fans or even bike ""packs"" like the Hell 's Angels that are basically subcultures in which the Harley Davidson bike is metonymic as opposed to conclusive. 5. Individuals demonstrates to mindfulness additionally a familiarity with their group 's relationship to business movement, in which individuals can acknowledge the way that their enrollment could be clarified as an indication of shallowness, obsession, or realism. This is not altogether different to aficionados of writing, music, and films, whose intrigues may be also saw starting little esteem. 6. The dedication to a brand as the pre-prominent premise for affiliation, is the main trademark that recognizes a brand group from different sorts of group. Brand groups base on a ""brand,"" which is essentially a typical antique, it can be phonetic marker (i.e. the brand name), a visual marker (i.e. a logo), or a style (i.e. the item plan). As multivocal images (Turner, 1967), brands turn into an aggregate asset and ' 'vault of which means ' ' and a ' 'referent of their personality ' ' (Cohen,1985: 118). This work has drawn a clearer picture of brand communities and has shed light on the attraction of these communities, not only for consumers, but for marketers

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