The ambivalence of bonds in consumption: A sociological analysis of the harley-davidson case

The article we propose the analysis of the meaning of the relations developed in Harley-Davidson consumption. From the empirical evidence, the theses about the bonds in brands consume as new forms of social bond are discussed. We present the results of a qualitative research carried out with focus groups and semi structured interviews. The results reveal that the relations in Harley's consumption maintain a diverse structure, related to cultural, identity and emotional aspects, as well as mediated by the social positions of the consumers. However, in addition to being part of a logic of community reconstruction and solidarity, they seem to deepen the processes of fragmentation and particularism of social life in the sphere of consumption.