An Exploratory Study of the influence of golf endorsers in influencing and shaping female golf purchasing of equipment and clothing.

Abstract
This working paper examines the role of the golf endorser influencing the purchasing behaviour of female golfers’ golf equipment and clothing. This involved a comparative study of North American and UK female golfers. This paper is one phase of the research: twenty in-depth interviews (ten with UK female golfers and ten with North American female golfers). The key findings identify that British female golfers do not perceive the professional female golfer as a celebrity. In contrast North American golfers believe the professional female golfer as a well-known status. A unique finding was that nationality played a key role in connecting with the female golf consumer. Of the few female golf endorsements, the North American LPGA tour players are prevalent, which was found to be a contributing factor to their growing celebrity status. In Britain the use of non-golfing models is contributing to the lack of connection with professional female golfers.