by evaluating in greater depth their personality and its impact on their purchase decision. As marketing consultants, we conducted a research in the golf industry choosing six representative brands as following: Titleist, Callaway, TaylorMade, Nike, Adidas and Bridgestone. By evaluating these companies, we gained an insight into customers’ attitudes when a golf club is purchased being able to make recommendations for the selected brand in order to improve their marketing strategy. Defining the…
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