Abstract
Historically, in South Africa, motorcycle riding was bifurcated along racial lines. White South Africans engaged in recreational motorcycling; Black South Africans predominantly used motorcycles for work. Harley-Davidson (HD), an iconic American motorcycle brand, traditionally found its primary consumer base among White males. However, in recent times, this demographic has expanded, now encompassing Black African men and women. In contemporary marketing vernacular, the term Black Diamonds has been used to describe the upwardly mobile middle class Black South Africans, those with the financial means to indulge in leisure activities, including motorcycling. This terminology, while descriptive, has generated considerable debate, provoking diverse opinions about its appropriateness and connotations. Notably, the intricate relationship between the Black Diamonds and their association with brands, specifically the HD brand, has remained an uncharted territory in academic research.
This research, anchored in the Identity Investment Theory, adopts a comprehensive, sequential mixed methods approach. The initial qualitative Phase 1 use Photovoice and thematic analysis of the 12 semi-structured interviews of Black Diamond HD owners purposively sampled. The analysis of Phase 1 data subsequently informs the design and methodology of a survey for the quantitative Phase 2, where the research casts a broader net, surveying 137 Black South African HD owners, leveraging both purposive and snowball sampling techniques. The collected data is subjected to a thorough analytical regimen, embracing techniques like exploratory factor analysis, reliability tests and Photovoice.
Emergent findings from this study contribute to the strong alignment between the HD brand identity and the HD brand community with the self-perceived identity of the Black Diamond segment. This demographic not only resonates deeply with HD’s foundational brand values but also sees a reflection of their aspirations and self-identity in the brand. This synthesis manifests as a robust mutual bond between HD and its loyal riders, which is achieved through their co-creation of brand meaning. The study further contributes to the nuanced application of the Identity Investment Theory in this unique South African context. It furnishes invaluable insights, elucidating the delicate dance between global brands and their ever-evolving consumer base in a socio-politically rich and diverse landscape like South Africa.
Keywords: Black Diamond, Brand Community, Brand Identity, Harley-Davidson, Identity Investment Theory, Middle Class, Mixed Method Approach, Reciprocal Brand-Consumer Relationship, Self-Identity