Harley-Davidson: Master H.O.G.s of Brand Loyalty

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Brand loyalty consists of a consumer's commitment to repurchase a particular brand of product. Over the years, Harley-Davidson has evolved from a motorcycle shop to a lifestyle.
Harley-Davidson Motorcycles represents to America, "the adventurous pioneer spirit, the wild west, having your own horse, and going where you want to go - the motorcycle takes on some attributes of the iron horse. It suggests personal freedom and independence.”