Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers

Abstract

This article combines the theoretical lenses of bridal identity and liminal consumption to illustrate the processes of problem-solving, negotiation and reconciliation through which the bride creates her bridal identity, in the Global South context of Nigeria. Most wedding ritual studies typically emphasise the processes of creating and negotiating a successful bridal identity, but few acknowledge the possibilities of failure and its effect upon the liminars. In addition, within liminal consumption studies, the role of liminars’ mentors is often under-theorised. Thus, we contribute to the field by expanding on the concept of ‘liminal gatekeepers’ as the individuals and institutions who control and enforce certain norms associated with the liminal experience. Following an interpretivist approach, the article also advances our understanding of the ways in which the demands of liminal gatekeepers affect the liminars’ experiences and identifies three novel bridal identity outcomes, namely, (i) Embedded Bridal Identity; (ii) Synthesised Bridal Identity; and (iii) Marginalisation. In this way, we advance marketing research around how a liminal consumer identity such as bridal identity is co-constructed between liminars and gatekeepers.