Social Media Passion Index: Golf Brands

Consumers love the Callaway Golf Company—and are more passionate it than for any other golf brand in the US, according to the NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities.

In anticipation of Father's Day and the US Open Championship final on June 20, the brand passion index measured consumers' emotional involvement around major US golf brands.

Callaway's high love score (large green bubble, below) is a function of the intensity of love expressed for Callaway in online conversations—as well as the high level of online chatter in the context of that emotion—much of it around the X-22 Irons Series.

Though Nike Golf and Callaway are the subject of nearly equal amounts of online chatter, Nike Golf is "liked" by most consumers (yellow bubble)—rather than "loved."

Nike's association with Tiger Woods has apparently not affected the passion level for the Nike Golf brand—as indicated by little negative online chatter in that regard.

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