Chapter
Culture and Authenticity Denominations in Bengali-Themed Restaurants
Nilanjana Sinha, Himadri Roy Chaudhuri, Glyn Atwal, Sitanath Mazumdar, Alistair Williams.
© 2017.
23 pages.
With contemporary consumer sampling diverse fragmented artefacts, mediating authenticity to such multifaceted and paradoxical identity is a growing challenge for the market. Focusing on Bengali-Themed Restaurants (BTRs), an exploratory study attempts to elicit the different versions in which cultural...
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