Beyond branding as a differentiation strategy, branding theory now recognizes the significance of social, cultural, and political relationships relating to brand consumption. In focusing on the consumer's experience of the iconic brand of Harley-Davidson, this work reports on more than three...

Purpose The purpose of this paper is to address the question of cultural production, consumption and intermediation in the context of digital music. Design/methodology/approach This research adopts an interpretivist, ethnoconsumerist epistemology along with a netnographic research design...