The Impact of Brand Community on the Consumer Behavior: The Harley-Davidson Brand Community in Portugal Case

The aim of this investigation is to understand the Harley-Davidson (HD) brand community members in Portugal and its consequences on their behaviors and brand loyalty. Throughout this work, it is mentioned how the HD brand developed the brand community, becoming an appealing brand for freedom lovers. This research focused on 429 members of HD brand community in Portugal. The methods used to analyze data were a descriptive data analysis, the chi-square independence tests, the chi-square automatic interaction detector (CHAID) model and the binary logistic regression. The results show that brand communities provide to its members the experience of integration with others, reinforcing brand loyalty. The merchandising and accessories purchase by brand community members is also reinforced.