Todd Purchased a Harley-Davidson Motorcycle Because He Identifies Himself with What

question 69

Multiple Choice

Todd purchased a Harley-Davidson motorcycle because he identifies himself with what he feels is the typical owner of a Harley. Many other owners of this brand also feel this way, and they get upset when they see someone riding one who they think is not the "right" kind of person to own this brand. Which characteristic of brand communities does this illustrate?

• A) consciousness of kind
• B) rituals and traditions
• C) moral responsibility
• D) similarity
• E) brand fanaticism