Title: Riding Harley Davidson through brand communities: a vehicle to de-identification and self-actualisation of South Korean female riders

Authors: Kyuho Lee; Byung-Jin Park; Melih Madanoglu; Dohee Kim

Addresses: Department of Business Administration, School of Business and Economics, Sonoma State University, 1801 East Cotati Ave, Rohnert Park, CA94928, USA ' Division of Business Administration, School of Business, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul 04763, South Korea ' Michael A. Leven School of Management, Entrepreneurship, and Hospitality, Kennesaw State University, 1000 Chastain Road, Kennesaw, GA 30144, USA ' Department of Business Administration, Hallym University, 1 Hallymdaehak-gil, Chunchen, Gangwon-do, South Korea

Abstract: This study explores the gender norm implications of brand community in the Asian context. Specifically, based on the tenets of social identity theory, this study examines the underlying motivations, symbolic meanings of riding Harley Davidson and its impact among Korean females. A qualitative method consisting of in-depth interviews was employed to understand the underlying motivations of riding Harley Davidsons, the relationships among brand community members, and the nature of the brand community. Findings reveal that the Harley Davidson female brand community plays a pivotal role in the respondents' choice to ride Harley Davidson. The relationships among members are much stickier and more personal compared to members of identical Western brand communities.

Keywords: Harley Davidson; brand community; brand value; female rider; social identity.

DOI: 10.1504/IJBG.2025.149973

International Journal of Business and Globalisation, 2025 Vol.41 No.4, pp.287 - 309

Received: 20 Oct 2022
Received in revised form: 31 Mar 2023
Accepted: 31 Mar 2023
Published online: 20 Nov 2025 *

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