chapter  7
9 Pages

Banks, Blogging and Reflexive Branding

In Global Advertising, Attitudes and Audiences, we have considered the process wherein our consumers respond to the mediatization of marketing, branding’s narratives on screen and malls. While this cognitive activity diverges culturally at a local level, its structure is identical-and global. In hermeneutic terms (the theory of understanding), it moves through seven moments (phases). In this seventh chapter, we review these phenomena in the context of bank branding. We add to our critique in Chapter One, dismissing as conceptually incoherent the pervasive but pernicious myth that “marketing stimuli affect product attitudes” (Bloemer et al., 2009: 66). As we saw in Chapter One, positivism defines as a core axiom the deduc-

tive-nomological model of scientific explanation. In this philosophy of research method, explaining an occurrence by referring back to an observable earlier causal event is presented as logically symmetrical with the futureoriented prediction of that occurrence on the basis of the preceding event (Hunt, 1991: 4).1