The Impact of Digital Marketing Model Transformation on the Connotation-Based Development of Brand Image
Research Article
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The Impact of Digital Marketing Model Transformation on the Connotation-Based Development of Brand Image

Kaiwen Zuo 1*
1 Northeastern University
*Corresponding author: mgkevin16@gmail.com
Published on 5 November 2025
Journal Cover
AEMPS Vol.237
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-507-3
ISBN (Online): 978-1-80590-508-0
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Abstract

Digital marketing has shifted from campaign-centric persuasion to data-driven, interactive, and omnichannel systems, reshaping how brand meaning forms and endures. Synthesizing research on customer-based brand equity, brand experience, authenticity, and causal measurement, this paper examines whether digital transformation enhances the connotation-based development of brand image, defined as endogenous, self-reinforcing meaning rooted in coherent identity, lived experiences, and community participation. This paper argues that value co-creation platforms, transparent, consented personalization, consistent omnichannel journeys deepen intrinsic meaning by strengthening associations, perceived warmth, and competence, and attachment. However, three hazards erode "inner beauty": the personalization–privacy paradox and opaque data practices; contextual risks such as misinformation adjacency, deepfakes, and influencer fraud; and measurement myopia that favors short-term optimization over memory structures and trust. This paper proposes a managerial agenda: operationalize connotative goals via a scorecard linking brand knowledge, experience quality, and long-horizon outcomes; design value-for-data personalization; invest in governed communities and co-creation; enforce suitability and creator-integrity controls; and pair randomized experiments with marketing-mix modeling to rebalance portfolios. Properly governed, digital marketing shifts growth from exogenous exposure to endogenous, meaning-driven development.

Keywords:

Digital Marketing Transformation, Connotation-Based Brand Image Development, Omnichannel Experience Design, Value Co-Creation Communities, Personalization-Privacy Paradox

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Zuo,K. (2025). The Impact of Digital Marketing Model Transformation on the Connotation-Based Development of Brand Image. Advances in Economics, Management and Political Sciences,237,33-40.

References

[1]. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.

[2]. Solem, B. A. A., Fredriksen, J. I., & Sørebø, Ø. (2022). Dynamic capabilities in the realisation of omnichannel retailing. International Journal of Retail & Distribution Management, 51(1), 21–38.

[3]. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 10(2), 15–19.

[4]. Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–49.

[5]. Lewis, R. A., & Rao, J. M. (2015). The unfavorable economics of measuring the returns to advertising. The Quarterly Journal of Economics, 130(4), 1941–1973.

[6]. Miles, C. (2023). The marketing of service-dominant logic. Springer.

[7]. Antorini, Y. M., Muñiz Jr, A. M., & Askildsen, T. (2012). Collaborating with customer communities: Lessons from the LEGO Group. MIT Sloan Management Review, 53(3), 73.

[8]. McKinsey & Company. (2023). Patagonia shows how turning a profit doesn't have to cost the Earth. Retrieved August 27 from https: //www.mckinsey.com/industries/agriculture/our-insights/patagonia-shows-how-turning-a-profit-doesnt-have-to-cost-the-earth

[9]. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

[10]. NGrow. (2024). Case study: Sephora's omnichannel approach to enhance customer loyalty. Retrieved August 28 from https: //www.ngrow.ai/blog/case-study-sephoras-omnichannel-approach-to-enhance-customer-loyalty

[11]. Beans. (2024). Starbucks loyalty program case study. Retrieved August 20 from https: //www.trybeans.com/blog/starbucks-loyalty-program-analysis

[12]. Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297–318.

[13]. Murray, C. (2023). Spotify Wrapped 2023 Comes Soon: Here's How It Became A Viral and Widely Copied Marketing Tactic. Forbes.

[14]. Carroll, N. (2024). Driving 'FOMO': Spotify on 10 years of Wrapped. Marketing Week. Retrieved August 20 from https: //www.marketingweek.com/fomo-spotify-10-years-wrapped/

[15]. Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2023). Close enough? A large-scale exploration of non-experimental approaches to advertising measurement. Marketing Science, 42(4), 768–793.

[16]. Cloarec, J., Meyer-Waarden, L., & Munzel, A. (2022). The personalization–privacy paradox at the nexus of social exchange and construal level theories. Psychology & Marketing, 39(3), 647–661.

[17]. Södergren, J. (2021). Brand authenticity: 25 years of research. International Journal of Consumer Studies, 45(4), 645–663.

[18]. Griffin, R. (2023). From brand safety to suitability: Advertisers in platform governance. Internet Policy Review, 12(3).

[19]. Hynek, N., Gavurova, B., & Kubak, M. (2025). Risks and benefits of artificial intelligence deepfakes: Systematic review and comparison of public attitudes in seven European countries. Journal of Innovation & Knowledge, 10(5), 100782.

[20]. Chouinard, Y. (2022). Earth is now our only shareholder. patagonia. com.

References

[1]. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.

[2]. Solem, B. A. A., Fredriksen, J. I., & Sørebø, Ø. (2022). Dynamic capabilities in the realisation of omnichannel retailing. International Journal of Retail & Distribution Management, 51(1), 21–38.

[3]. Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Management, 10(2), 15–19.

[4]. Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–49.

[5]. Lewis, R. A., & Rao, J. M. (2015). The unfavorable economics of measuring the returns to advertising. The Quarterly Journal of Economics, 130(4), 1941–1973.

[6]. Miles, C. (2023). The marketing of service-dominant logic. Springer.

[7]. Antorini, Y. M., Muñiz Jr, A. M., & Askildsen, T. (2012). Collaborating with customer communities: Lessons from the LEGO Group. MIT Sloan Management Review, 53(3), 73.

[8]. McKinsey & Company. (2023). Patagonia shows how turning a profit doesn't have to cost the Earth. Retrieved August 27 from https: //www.mckinsey.com/industries/agriculture/our-insights/patagonia-shows-how-turning-a-profit-doesnt-have-to-cost-the-earth

[9]. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

[10]. NGrow. (2024). Case study: Sephora's omnichannel approach to enhance customer loyalty. Retrieved August 28 from https: //www.ngrow.ai/blog/case-study-sephoras-omnichannel-approach-to-enhance-customer-loyalty

[11]. Beans. (2024). Starbucks loyalty program case study. Retrieved August 20 from https: //www.trybeans.com/blog/starbucks-loyalty-program-analysis

[12]. Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297–318.

[13]. Murray, C. (2023). Spotify Wrapped 2023 Comes Soon: Here's How It Became A Viral and Widely Copied Marketing Tactic. Forbes.

[14]. Carroll, N. (2024). Driving 'FOMO': Spotify on 10 years of Wrapped. Marketing Week. Retrieved August 20 from https: //www.marketingweek.com/fomo-spotify-10-years-wrapped/

[15]. Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2023). Close enough? A large-scale exploration of non-experimental approaches to advertising measurement. Marketing Science, 42(4), 768–793.

[16]. Cloarec, J., Meyer-Waarden, L., & Munzel, A. (2022). The personalization–privacy paradox at the nexus of social exchange and construal level theories. Psychology & Marketing, 39(3), 647–661.

[17]. Södergren, J. (2021). Brand authenticity: 25 years of research. International Journal of Consumer Studies, 45(4), 645–663.

[18]. Griffin, R. (2023). From brand safety to suitability: Advertisers in platform governance. Internet Policy Review, 12(3).

[19]. Hynek, N., Gavurova, B., & Kubak, M. (2025). Risks and benefits of artificial intelligence deepfakes: Systematic review and comparison of public attitudes in seven European countries. Journal of Innovation & Knowledge, 10(5), 100782.

[20]. Chouinard, Y. (2022). Earth is now our only shareholder. patagonia. com.

Cite this article

Zuo,K. (2025). The Impact of Digital Marketing Model Transformation on the Connotation-Based Development of Brand Image. Advances in Economics, Management and Political Sciences,237,33-40.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-507-3(Print) / 978-1-80590-508-0(Online)
Editor: Lukáš Vartiak, Anil Nguyen
Conference website: https://www.icftba.org/London.html
Conference date: 4 November 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.237
ISSN: 2754-1169(Print) / 2754-1177(Online)

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