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 money on their favorite brands. Results also showed that as golfers get older, they will show more brand equity. Older people often have more money. It is also possible that more experience will result in an individual sticking with their brand of choice because they know it works and have used that brand for a long time. An obvious limitation to the study was the use of archival data for the majority of the personality characteristics data. While most of the characteristics that were chosen for the study are relatively stable traits, some can fluctuate over time. It is argued that self-esteem is a malleable characteristic that changes over time (Heatherton & Polivy 1991).


Dan Sachau

Committee Member

Kristie Campana

Committee Member

Cindra Kamphoff

Date of Degree




Document Type



Master of Arts (MA)




Social and Behavioral Sciences

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License



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