Pursuing the Fairytale Wedding: the Role of Liminality & Bridal Identity

The fairytale wedding of contemporary bridal identity is built on the premise that performing a white wedding ritual will fulfil all fantasies. This sought after liminal consumer identity does not hold for Nigerian brides, as their ideal bridal identity is always out of reach due to restrictive socio-cultural forces.


Ladipo O. Fagbola, Morven G. McEachern, and Effimia C. Raftopoulou (2018) ,"Pursuing the Fairytale Wedding: the Role of Liminality & Bridal Identity ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 118-119.


Ladipo O. Fagbola, University of Salford, UK
Morven G. McEachern, University of Huddersfield, UK
Effimia C. Raftopoulou, University of Salford, UK


E - European Advances in Consumer Research Volume 11 | 2018

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