dc.contributor.author | Schembri, Sharon | |
dc.date.accessioned | 2017-05-03T16:55:36Z | |
dc.date.available | 2017-05-03T16:55:36Z | |
dc.date.issued | 2009 | |
dc.date.modified | 2010-06-24T05:20:11Z | |
dc.identifier.issn | 01482963 | |
dc.identifier.doi | 10.1016/j.jbusres.2008.11.004 | |
dc.identifier.uri | http://hdl.handle.net/10072/29335 | |
dc.description.abstract | Beyond branding as a differentiation strategy, branding theory now recognizes the significance of social, cultural, and political relationships relating to brand consumption. In focusing on the consumer's experience of the iconic brand of Harley-Davidson, this work reports on more than three years of ethnographic research undertaken in Australia. The outcome is a description of the experiential meaning of Harley-Davidson for Australian consumers. The findings confirm and extend previous research (Martin, D., Schouten, J., McAlexander, J., Claiming the throttle: Multiple femininities in a hyper-masculine subculture. Consum Mark Cult 2006; 9 (3): 171-205.; Schouten, J.W., McAlexander, J.H., Subcultures of consumption: An ethnography of the new bikers. J Consum Res 1995; 22 (1): 43-61.) investigating the Harley-Davidson subculture. These findings are also particularly informative regarding the consumer's brand experience. The article argues that personal experience of Harley-Davidson embedded in a collective social act (in this case, the Australian HOG community) is a spectacular (postmodern) symbol of freedom, where the rebel image of the bike and the brand is consumed by (predominantly mainstream) consumers, thus highlighting the co-construction of the consumer's brand experience. Recognizing this co-construction of brand experience enables brand managers and marketers an opportunity to manage and market brands from the fundamental level of what a particular brand means to consumers. | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Elsevier | |
dc.publisher.place | United States | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofpagefrom | 1299 | |
dc.relation.ispartofpageto | 1310 | |
dc.relation.ispartofjournal | Journal of Business Research | |
dc.relation.ispartofvolume | 62 | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Marketing | |
dc.subject.fieldofresearchcode | 1505 | |
dc.title | Reframing brand experience: The experiential meaning of Harley-Davidson | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.faculty | Griffith Business School, Department of Marketing | |
gro.date.issued | 2009 | |
gro.hasfulltext | No Full Text | |
gro.griffith.author | Schembri, Sharon | |