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Harley Owners Group
The Harley Owners Group (HOG) is a sponsored community marketing club, operated by Harley-Davidson for enthusiasts of that brand's motorcycles. The HOG is "the grandaddy of all community-building efforts," serving to promote not just a consumer product, but a lifestyle. The HOG has also served to open new revenue streams for the company, with the production of tie-in merchandise offered to club members, numbering over one million strong, making it the largest factory-sponsored riding club in the world. The Harley-Davidson community was the prototype for the ethnographic term ''subculture of consumption'', defined as "a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity."
The Harley Owners Group was created in 1983 as a way to build longer-lasting and stronger relationships with Harley-Davidson's customers, by making ties between the company, its employees, and consumers. HOG members typically spend 30% more than other Harley owners, on such items as clothing and Harley-Davidson-sponsored events. Much of the intent of this branding effort is presenting Harley-Davidson as an American icon, with the focus on authenticity and pride in being American-made. All of this is credited with turning flagging sales around, and allowing the Harley-Davidson company to grow again.
==Organization==
Each Harley-Davidson dealership has the opportunity to sponsor a local HOG Chapter. Some do not, but no chapters exist without a link to a sponsoring dealership and one Chapter per Dealership. In some circumstances, where a sponsoring dealership closes, a chapter can continue without a sponsoring dealer. 〔http://hogeuropegallery.co.uk/benefits/chapter-map/〕〔http://lindumcolonia.co.uk/〕
In about 2014, this was expanded (with some special circumstances) to two Chapters per dealership. Chapters, both in the USA and internationally are supported by a small staff of Harley-Davidson employees based in Milwaukee, WI. Chapters usually, but not always, elect officers from within their membership, produce a newsletter, and organize events throughout the year. Most events are ride-related. HOG Chapters are managed by volunteers that collect dues from members to subsidize the costs of events and the administrative costs of running the chapter.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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