Date of Award

12-9-2011

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Abstract

The focus of this research was the impact of branding on individuals who ride Harley Davidson motorcycles, a group of very loyal consumers. The postmodern theories of Jean Baudrilliard and Frederic Jameson were used as a lens to understand why the brand of Harley Davidson has developed and sustained a lifestyle of loyal followers. The work of these theorists suggest that in our current society there are no new ideas, consumers look to the past to define their present and happiness for the average person is based on consumerism and the need to always need more. The finding of the qualitative interviews and the literature confirm the postmodern theories studied and how they apply to the Harley Davidson riders studied.

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