Question

Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate?

A. consciousness of kind

B. rituals and traditions

C. moral responsibility

D. similarity

E. brand fanaticism

Answer 1

The characteristic of brand communities demonstrated by Harley-Davidson owners' behavior is 'consciousness of kind,' where members feel a shared identity and may exclude those who do not fit their perceived brand ethos.

Step-by-step explanation:

The scenario described with Todd purchasing a Harley-Davidson motorcycle and the communal sentiment among certain owners about who "should" or "should not" be riding a Harley is illustrative of consciousness of kind. This is a characteristic of brand communities where members feel a connection to one another based on shared experiences, values, and affinity for the brand. This sense of community includes recognizing fellow members who are "like them" or represent what they believe to be the ethos of the brand. Those who do not fit this internalized image might challenge the community's perception of brand authenticity.

This consciousness of kind extends beyond mere ownership of the brand to encompass feelings of exclusivity and often leads to certain rituals, traditions, or behaviors that reinforce community bonds amongst members. Such communities are marked by their own norms and, at times, can lead to exclusionary practices if someone is perceived as not aligning with the community's identity or values associated with the brand.