Is unfamiliarity a double-edged sword for ethnic restaurants?
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DOI: 10.1016/j.ijhm.2017.09.003
Abstract: Abstract Unfamiliar aspects of ethnic foods are found to enhance both perceived authenticity and perceived risk. Whereas the former positively influences customers’ evaluations of foods and induces consumption behavior, the latter negatively affects customer behavior.… read more here.
Keywords: perceived authenticity; unfamiliarity double; authenticity; authenticity perceived ... See more keywords