Riding Harley Davidson through brand communities: a vehicle to de-identification and self-actualisation of South Korean female riders

초록

This study explores the gender norm implications of brand community in the Asian context. Specifically, based on the tenets of social identity theory, this study examines the underlying motivations, symbolic meanings of riding Harley Davidson and its impact among Korean females. A qualitative method consisting of in-depth interviews was employed to understand the underlying motivations of riding Harley Davidsons, the relationships among brand community members, and the nature of the brand community. Findings reveal that the Harley Davidson female brand community plays a pivotal role in the respondents’ choice to ride Harley Davidson. The relationships among members are much stickier and more personal compared to members of identical Western brand communities.

키워드