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dc.contributor.authorSchembri, Sharon
dc.date.accessioned2017-05-03T16:55:36Z
dc.date.available2017-05-03T16:55:36Z
dc.date.issued2009
dc.date.modified2010-06-24T05:20:11Z
dc.identifier.issn01482963
dc.identifier.doi10.1016/j.jbusres.2008.11.004
dc.identifier.urihttp://hdl.handle.net/10072/29335
dc.description.abstractBeyond 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.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom1299
dc.relation.ispartofpageto1310
dc.relation.ispartofjournalJournal of Business Research
dc.relation.ispartofvolume62
dc.rights.retentionY
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode1505
dc.titleReframing brand experience: The experiential meaning of Harley-Davidson
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2009
gro.hasfulltextNo Full Text
gro.griffith.authorSchembri, Sharon


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