Purpose All touristic cities have their unique attributes to showcase and differentiate themselves from others. This distinctive attribute is the unique selling product or tourism product of a particular city. It could be an art form, culture, regional climate, food and festival. Literature indicates that the identity of the entire city would be affected by such tourism products. The purpose of this study is to analyse the influence of the ‘image’ of an Art-event to city branding. The study also examines the mediating role of ‘city attachment’ in the relationship between event image and city brand equity. Design/methodology/approach In all, 432 samples have been collected from visitors to one of the biggest contemporary art events in India – the “Kochi-Muziris Biennale – 2018,” conducted in the city of Cochin, situated in Kerala, the southernmost state of India. Findings Results show that the direct relationship between event image and city brand equity is stronger than the hypothesised path through the mediating role of city attachment. Research limitations/implications This study provides a better understanding of the event image and its importance in creating the host city’s brand equity. It contributes to both the practitioners and tourism researchers. Originality/value This study looks at the event image through functional and affective aspects and its influence on city attachment and city brand equity.

The entrepreneurial orientation (EO) literature verifies its positive relationship with firm performance; nonetheless, its degree relies on certain factors. This study uses the knowledge-based view to develop and test a model of how start-ups can enhance their entrepreneurial orientation (EO) in incubator environments. Based on the concept of dynamic capabilities and strategic fit, this study proposes that absorptive capacity (ACAP) plays a role in catalyzing EO to yield performance outcomes. Only when start-ups combine existing resources with the absorptive capacity to make use of their strategic decisions, can they achieve a higher EO. The research model is empirically validated using survey data from 304 start-ups of various technology incubators in India. Our research evidence prove that ACAP improves the relationship between EO and performance in incubator environments. Further, we discuss implications for theory and practice.