Female Consumers’ Symbolic Expression of Identity through Harley-Davidson Apparel

Abstract

The purpose of this study was (1) to understand the potential role of Harley branded apparel in defining and expressing the self-identity of female participants within the Harley community and (2) to explore the potential role of the Harley community in shaping the identity of these women. A qualitative grounded theory method was used. Participants (n=23) were contacted through snowball and convenience sampling. Data were collected through face-to-face, semi-structured interviews, which included open-ended questions and photo elicitation. Through inductive analysis, symbolic interaction theory as well as identity theory, symbolic consumption, and self-image congruency facilitated understanding of the data. Findings indicated that social relational aspects of Harley apparel consumption and personal identity were important for participants. These findings contribute to the body of knowledge about the role of Harley apparel  and the Harley community in defining and expressing the self-identity of female members within the Harley subculture of consumption.