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This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework.

Using the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the theoretical underpinnings of combining the two constructs.

Intraorganizational brand communities are presented as a viable strategic possibility for targeting internal branding participants. Results lend strong support to the need for and efficacy of internal brand communities, and provide an opportunity to examine the strategic synergies of pursuing such a strategy for internal as well as external audiences.

The study was delimited to domestic participants. Additional studies are recommended to further test the constructs of brand community membership in an internal brand community.

External branding initiatives and communications can be used internally, among employees, to build positive brand associations and brand affinity. Further, implementing an internal brand community can lead to increases in the emotional buy‐in of employees and ultimately could help companies increase the proportion of “champion” employees.

The study integrates the research streams of brand community and internal branding and studies the viability of conducting internal branding within a brand community framework.

The purpose of this research is to investigate the extent to which actual and ideal self‐congruities (image) are associated with health club patronage, a conspicuous consumption situation. Previous studies which have examined the applicability of the image congruence hypothesis to consumer behavior have scarcely examined its effect in the services industry. An integrative model of self‐concept, self‐congruity and health club image provides the foundation for hypotheses development.

A survey‐based methodology was employed in the current investigation, as paper‐and‐pencil surveys were administered on‐site at several local health clubs and an on‐line version of the questionnaire was made available to college students.

Consumers’ actual self‐image, rather than ideal self‐image, was more strongly associated with their perception of their health club's brand image and, thus, served as a stronger indicator of health club patronage.

Health club members exhibited a greater tendency to match the image they currently held of themselves with the brand image of their patronized health club. Health clubs would do well to develop and promote a brand image that is aligned more closely with members’ actual self‐images rather than attempting to develop a brand image that correlates more strongly to members’ idealized self‐images.

The current investigation evidences the applicability of the image congruence hypothesis to a particular service product that has not been examined in prior image congruence studies.

The paper seeks to propose and test a theory of the psychological impact of price bundling that is derived from bundling's economic impact. It is called the inferred bundle saving hypothesis. In the absence of explicit information about bundle savings, consumers infer a bundle saving when presented with a bundle offer. It is suggested that inferred bundle saving provides a simple, parsimonious explanation for pre‐ and post‐purchase bundle effects.

The theory is tested in two laboratory studies that employ partial replications of two prior price bundle studies.

The results show that the inferred bundle saving effect is robust in both product and service contexts, and can potentially explain the bundle effects found in these two studies.

Additional experimental studies are recommended to further test the proposed theory.

First, contrary to convention, it is not always optimal for firms to integrate price information in a single bundle price. Second, firms may sometimes use the price‐bundling format to signal a bundle saving without actually offering one. Third, firms can manage consumption and expected refund of bundles by manipulating consumer perception of bundle saving.

It is intuitive that consumers expect a bundle saving. However, this paper is the first to establish empirically the existence of this inferred bundle saving and demonstrate its potential as a theoretical explanation for various bundle effects. The research challenges the extant view that price bundling per se always enhances consumer pre‐purchase evaluation. Moreover, it connects economic and psychological research, as well as pre‐ and post‐purchase analysis, of bundle effects.

This chapter presents performance pedagogy as an interdisciplinary construct and potential bridge between history-based performance and classroom teaching. This chapter proposes Living History in the Classroom: Performance and Pedagogy's central theme: that storytelling and historical interpretation are effective teaching tools. These techniques are integral at many public history settings for on-site and outreach education; Freeman Tilden's foundational 1957 interpretive guidelines for America's national parks paired engagement with education and still influence the public history field. Yet, a review of related literature suggests that limited attention has been paid to translating these techniques for educators' use, whether as performers, as mentors for their students, or in collaborating with historic sites. The pedagogy inherent in storytelling and interpretive performance aligns with their potential instructional value, as has been documented for educator's performance pedagogy in the arts. Similarly, the continuing need to engage current and new audiences impacts how these organizations conduct educational programs and visitor attractions. In the same respect, PK-16 educators and administrators consistently seek best practices for engaging today's Generation Z students (born between 1997 and 2012) and the generation that follows, termed Generation Alpha (McCrindle, 2020). This chapter features a performance pedagogy model that combines historical and instructional objectives that draw from research and observation of first-person interpreters performing in teacher professional development workshops and the author's personal instructional and interpretive experience. This chapter contains a related interview with a noted historian-performer and for educators' use, a worksheet with guiding questions to create or analyze a historical character, educational content, related pedagogy, and key aspects of a performance.

This study aims to draw attention to consumers' behaviours which are changing on account of the COVID-19 pandemic, provide an understanding of the factors influencing these behaviours and emphasise their importance in building contemporary business models for the restaurant industry. The article is a case study of the Polish restaurant sector based on a comparison with the worldwide literature.

A study of the current literature on the subject pertaining to the issues discussed, an analysis of them, mainly by examining trade reports, with a special focus on the following databases (BDL GUS, CBOS, IGGP PKD) and foreign references, as well as Internet sources, using the systematic (structured) literature review (SLR) method. The authors searched the databases between May 2020 and May 2022, paying attention to the following keywords: COVID-19, consumer behaviours, food services, market segmentation, Poland.

The analysis allowed the authors to identify the most important factors influencing consumer behaviour under the influence of the COVID-19 pandemic. This in turn enabled them to verify a hypothesis concerning the significant impact of the COVID-19 pandemic on consumers’ behaviours on the food service market. Results from an analysis of trade reports and from a literature review confirm the hypothesis proposed, leading to the conclusion that the contemporary reality in Poland currently requires businesses to continuously monitor consumers’ behaviours in a turbulent and uncertain environment.

The systematic identification of changes taking place in consumers’ behaviours will make it possible to adapt a portfolio of services to changes observed in this regard.

The analysis conducted by the authors in 2021 to examine trends in consumer behaviours proved that changes affecting their thinking were undoubtedly accelerated by the pandemic of a contagious disease – COVID-19.

Some consumer trends that appear to be a response to limits and restrictions may be observed for a longer period of time. Therefore, those restaurant owners who want to successfully go through the stage of adaptation to the new reality will have to focus, in the short term, on actions designed to identify their customers’ needs and expectations anew and tailor their business models and offer accordingly.

This research seeks to investigate the relationship between product bundling strategies and brand value.

Three studies were conducted, two using student subject pools and another using data collected from online auctions. The impacts of brand and bundling strategy stimuli on the dependent variables product choice and price paid were measured.

Bundles offered by low‐tier brands are more attractive when they are offered in a combined price format than in a partitioned price format. Bundles offered by high‐tier brands are more attractive when they are offered in a partitioned price format than in a combined price format.

The cost of bundle elements to the firm, which may influence consumer reference prices, is not considered in this research. Also, the impacts of bundle pricing strategies are evaluated on the bundles only; the influence of a given strategy on a product portfolio is left for future research.

Firms should consider the status of its brand within its product category before deciding on a bundle pricing strategy.

This research has important implications regarding the pricing of product bundles. It also provides a new perspective on how consumers evaluate product bundles