Interorganizational technology transfer (ITT) is a key component of firms' innovation processes. ITT involves purposeful, goal-oriented interactions between two or more organizations to exchange technological knowledge and/or artifacts and rights. Using the relational view, this study develops...

Purpose – This paper aims to investigate the impact of in‐store events on customers' attitudes toward the retail brand. Design/methodology/approach – The authors develop and empirically test a model of event image, event satisfaction, and retail brand attitudes using structural equation...