Social and Behavioral Sciences Commons^™

Assessing The Effect Of Personality Characteristics Of Minnesota Golfers On The Brand Equity Of Golf Drivers, Eric Schinella

All Graduate Theses, Dissertations, and Other Capstone Projects

Although many researchers have focused on the attributes of a product that affect brand equity, this study focuses on the attributes of the consumer that affect brand equity. More specifically, the current study examines how a variety of golfer personality characteristics affect the equity they assign to various brands of golf equipment. The results of the survey showed that as golfers are more skilled, they are willing to pay a higher premium for their preferred driver. This may be because golfers who are more skilled tend to take the sport more seriously and will probably have no problem spending more …