![]() In prolonged engagement with the subculture, the authors have utilized participant observation and depth interviews to investigate the marketing implications of the "Harley subculture." Four main phenomena are presented: Consumer-initiated new-product development, mass-marketed mystique, extraordinary brand identification, and transcendence of national and cultural boundaries. This paper discusses the market impact of one such subculture, i.e., Harley-Davidson motorcycle owners. ![]() Subcultures of consumption are distinct, homogeneous groups of people united by a common commitment to a particular set of consumption items or activities. McAlexander, Oregon State University, U.S.A. MARKET IMPACT OF A CONSUMPTION SUBCULTURE: THE HARLEY-DAVIDSON MYSTIQUE Bamossy, Provo, UT : Association for Consumer Research, Pages: 389-393.Įuropean Advances in Consumer Research VolPages 389-393 McAlexander (1993) ,"Market Impact of a Consumption Subculture: the Harley-Davidson Mystique", in E - European Advances in Consumer Research Volume 1, eds.
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