스포츠 마케팅믹스(4P)가 이미지(시설, 상징)에 미치는 영향력에 대한 메타분석 = A Meta-Analysis of the Impact of the Sports Marketing Mix (4P) on Image (Facilities, Symbols)

다국어 초록 (Multilingual Abstract)

This study comprehensively examined the influence of the sports marketing mix (4Ps) on image factors. To this end, we reviewed domestic academic journals an d papers published from January 2005 to December 2024. Based on our selectio n criteria, we ultimately selected nine papers and eight journals for analysis. Data were processed using Program R and CMA, which included funnel plot visualizati on, Egger's regression intercept analysis, and effect size analysis. The conclusions reached through the study are as follows. First, the overall effect size of the spo rts marketing mix (4P) on image varied from very large to moderate or greater.
Second, the effect sizes of the subfactors of the sports marketing mix (4P) on i mage were in the order of product, promotion, place, and price Third, there wa s a significant difference in the influence of the image according to the publicati on type (dissertation, academic journal).