The aim was to study spectators as a source of brand equity in developing country collegiate sport systems. Responses from 662 football, rugby and netball players were analysed using SmartPLS 4.0 and partial least squares Structural Equation Modelling to evaluate thirteen hypotheses from the theory. Results indicated that star players make a significant contribution to team success, reputation, tradition, and the overall atmosphere of the event. Team success positively affected the game atmosphere, but did not predict reputation or tradition. Reputation and tradition strongly predicted brand awareness, association, perceived quality, and loyalty. Atmosphere predicted brand awareness, association, and perceived quality, but showed no positive correlation with loyalty. This research offers insight into collegiate sports systems in semi-professional sporting environments, which face issues related to brand resources, professionalism, and fan engagement. Additionally, the study presents practical strategies for collegiate sports administrators seeking to enhance their fan base while building brand equity and ultimately establishing long-term, sustainable institutions in emerging markets.
Mathaba et al. (Sun,) studied this question.