When Fit Matters: Leveraging Destination and Event Image Congruence

This article develops a framework for conceptualizing and managing destination and event image congruence. Building on the foundations of Roth and Romeo's (1992) Roth, M. S. and Romeo, J. B. 1992. Matching product and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23: 477–497. [Crossref], [Web of Science ®] , [Google Scholar] product–country image fit matrix, a framework for categorizing the interactions between destination and event image is presented that can be applied to leverage positive, relevant associations and rebalance less positive associations of both types of images. The usefulness of the matrix is shown through an in-depth case study of the image-rebalancing program of the FIFA 2006 host country Germany. This case and others demonstrate the suitability of the framework for managing, and more importantly leveraging, image congruence in this context. Implications for managers and researchers derived from applying the framework are also discussed.