La ambivalencia de los vínculos en el consumo: un análisis sociológico del caso Harley-Davidson

Marc Barbeta Viñas

doi:10.14198//OBETS2019.14.1.01

Autores/as

Marc Barbeta Viñas Universidad Autonoma de Barcelona/Universidad de Girona, https://orcid.org/0000-0002-3630-3367

DOI:

https://doi.org/10.14198//OBETS2019.14.1.01

Palabras clave:

consumo, relaciones, marcas, comunidad, análisis discurso

Resumen

El artículo propone un análisis del sentido de las relaciones desarrolladas en el consumo de Harley-Davidson. Se discute, a partir de evidencias empíricas, las tesis acerca de los vínculos en el consumo de marcas como nuevas formas de vínculo social. Se presentan los resultados de una investigación cualitativa realizada con grupos de discusión y entrevistas abiertas. Los resultados revelan que las relaciones en el consumo de Harley mantienen una estructura significativa relacionada con aspectos culturales, identitarios y emocionales, y mediados por las posiciones sociales de los consumidores. Asimismo, profundizan en los procesos de fragmentación y particularismo de la vida social, en el espacio del consumo.

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