個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Harley-Davidson: Building a Brand Through Consumer Engagement
內容大綱
This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on the causes, consequences, and threats to almost fanatical brand loyalty exhibited by Harley owners.