TY Marketing. Subcultures of Consumption. What is a subculture?. Sometimes consumers can become brand loyal whereby they always buy a particular brand of a product, e.g. Coca-Cola would have a high level of brand loyalty.
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The connotations: the loud rumble of a Harley engine; black leather riding apparel; and, of course, the Hell's Angels and other stereotypically unsavoury, grizzled, bearded, beer-swilling, tattoo-covered biker gangs.
Over the years, the "hog," as the bike is affectionately known by its riders, developed a reputation as the preferred transportation of outlaws; a gritty subculture grew up around the motorcycle and established it as an iconic badge in America and abroad.
Though remaining the ride of choice for hard core bikers, by the end of the 1990s the Harley—once feared and despised by law-abiding middle and upper-class Americans—had been gradually transformed into well-polished, sporty recreational vehicles for "weekend warriors." Ironically, possession of a Harley—with its rich history and lore—was becoming a status symbol.