TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | UNOFFICIAL BRAND COMMUNITIES HARLEY-DAVIDSON | ||||||||||||
| Autor(es): |
JOAO MARCOS JORAS RIBEIRO |
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| Colaborador(es): |
BARBARA PAGLIARI LEVY - Orientador |
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| Catalogação: | 05/MAR/2021 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=51710@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=51710@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.51710 | ||||||||||||
| Resumo: | |||||||||||||
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The work sought to analyze unofficial communities of the company Harley-Davidson in the city of Rio de Janeiro. A study was carried out with mono-brand communities investigating their characteristics, understanding the relationship of consumers with the brand and with the community and the main motivations to understand why non-adherence to the official community that the brand promotes, but unofficial ones. As a research strategy, 15 interviews were conducted through a semi-structured script with the snowball method, which led to the results that the official community is inexperienced and less focused on lifestyle and therefore seeks communities with more aligned philosophies and lifestyles more aligned with those advocated by the brand.
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