What might a Harley-Davidson customers associative network look like for the brand? What unique characteristics and values

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What might a Harley-Davidson customer’s associative network look like for the brand? What unique characteristics and values are present in an associative network for Harley-Davidson that would lead a consumer to pick a Harley-Davidson over a competing brand?

Harley-Davidson has been in the motorcycle business since 1903. According to the company’s website, its mission is “. . . in fulfilling dreams and providing extraordinary customer experiences through mutually beneficial relationships with our stakeholders.” This video case examines how Harley-Davison uses companysponsored activities to deepen relationships with customers.

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Consumer Behavior

ISBN: 9780538745406

1st Edition

Authors: Frank Kardes, Maria Cronley, Thomas Cline

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