Symbolic Servings: SEM insights into Indian Cuisine Branding on Irish Tables
DOI:
https://doi.org/10.17697/ibmrd/2025/v14i2/174485Keywords:
Consumer Identity, Ethnic Branding, Self-Image Congruence, Sensory Marketing, Cultural Psychology.Abstract
This study examines how Indian cuisine in Belfast serves as a powerful medium for identity, nostalgia, and cultural connection among diverse consumers. Using structural equation modeling, it explores constructs like Self-Image Congruence, Culinary Identity Preference, and Indian Cuisine Preference to reveal how food choices reflect deeper psychological and symbolic affiliations. The findings highlight Indian curry as more than taste—it's a mirror of self, a bridge between cultures, and a tool for regional branding and social cohesion.
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