A COMUNICAÇÃO MERCADOLÓGICA E A APROPRIAÇÃO DE UM ESTILO DE VIDA – ESTUDO DE CASO DA MARCA HARLEY DAVIDSON NO BRASIL

• Autor(a) principal: Panzarini, Bruna
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/1501
• topic: Brand Comunity; Marketing Communication; Harley Davidson and Life Style; Comunidad de Marca Comunicaciones de marketing; Harley Davidson y Estilo de vida; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This study seeks to understand how a marketing communication's process practiced and considered as standard can instill into its customers minds symbolic elements about a life style and to be part of a brand's community. So the communication's work is lined to feed the imaginary of its customers by a philosofy of life and a peculiar way of living. The brands argumentation is guided in a manner that their custumers belongs to a "tribe" and this speech is similar every part of the globe. The case chosen to be studied was Harley-Davidson once its a brand that includes all these elements. The methodological procedures to for this thesis were literature research and documental that contributed to form the theoretical and informative knowleadge. Furthermore a fiedl research diveded in: participant observation with the customers in Sorocaba; HOG's participants, wich is the exclusive's Harley Davidson motorcycle club, semi-structure interviews with Sorocaba's HOG members, Sorocaba's dealership and the company's employees. Through this work it was noticed that the marketing communication and its actions come to the aspirations, sensations and desires of the customers and how they identify themselves with the brand and the way of life provided by it. The Harley-Davidson customers are great enthusiasts about the brand and its life filosophy.