Preamble

Analysis of Technology-Driven Brand Cognition Trends Against the Backdrop of Consumer Behavior Transformation in the Intelligent Era
Hebei Institute of Communications, Shijiazhuang, Hebei 050000, China

Abstract

[Purpose] The intelligent era has precipitated distinct transformations in both consumer behavior patterns and brand cognition modalities. New technologies have revolutionized information acquisition channels and enabled multifaceted communication with consumers. Consumers have undergone a series of changes in information access pathways, decision-making processes, personalized demands, and social media influence. [Method] Consequently, brands have begun emphasizing communication with consumers in their marketing strategies, strengthening connections through diverse channels. Brand cognition is evolving toward reshaping brand values, digitalizing brand image, diversifying communication methods, and enhancing user loyalty. [Result] Simultaneously, intelligent technologies have been widely applied in the consumption domain, offering consumers more choices and improving purchasing efficiency. Social media and online reviews have influenced purchase decisions, while intelligent technologies have strengthened interactions between consumers and brands, thereby enhancing brand awareness. [Conclusion] In the future, the internet will further transform consumer behavior patterns, and brands will continuously optimize product functions to meet consumers' increasingly diversified information demands. Therefore, it is essential to closely monitor these developments to improve brand visibility and market competitiveness, further advancing brands toward sustainable development.

Keywords

Intelligent Era; Consumer Behavior Transformation; Technology-Driven; Brand Cognition; Digital Consumer Behavior

Publication Information

• CLC Number: G244
• Document Code: A
• Article ID: 1671-0134(2025)03-40-04
• DOI: 10.19483/j.cnki.11-4653/n.2025.03.007
• Citation Format: Fang Shu. Analysis of Technology-Driven Brand Cognition Trends Against the Backdrop of Consumer Behavior Transformation in the Intelligent Era [J]. China Media Technology, 2025, 32(3): 40-43.

1. The Advent of the Intelligent Era and the Evolution of Consumer Behavior

Driven by the intelligent era, consumer behavior is undergoing unprecedented transformation. Xu Tongqian and Jia Mengke's longitudinal analysis of digital marketing research indicates that over the past few decades, the rapid development of digital technologies—particularly emerging technologies such as intelligent networking, big data, and artificial intelligence—has profoundly influenced how consumers acquire, process, and make decisions about information [1]. Based on the openness and interactivity of social media platforms, consumers are no longer merely passive recipients of advertising information but can become its disseminators and producers [3]. They can participate in brand building and product development through the internet, presenting both new challenges and opportunities for brand marketing [2]. As a bridge between enterprises and consumers, brands are evolving from single-function to multi-function entities. Consumers' pursuit of personalized and intelligent experiences creates new opportunities for brands, while consumer cognition and brand attitudes have become key factors influencing purchase decisions. Consequently, brand communication strategies urgently require innovation. Today, the definition of brand has transcended trademarks or names; consumers express self-worth and identity through brands, and the interaction between brands and consumers has become increasingly profound. Intelligent products and services enhance brand loyalty, while technological advancements drive transformations in brand cognition models from traditional information dissemination to intelligent interaction. The emergence of digital media has changed information acquisition habits, enabling brands to more accurately understand consumer needs through big data and artificial intelligence, while social media and mobile internet strengthen interactive relationships. However, due to privacy concerns arising from technology, brands must redefine value and relationship models to address market competition. Therefore, deeply understanding technology-driven brand cognition trends is essential for brand building and marketing strategy development.

2. The Significance of Research on Technology's Impact on Brand Cognition

Technology is reshaping consumers' brand cognition processes. Zhou Chao et al.'s research based on the SICAS model reveals that consumers in the intelligent era have more complex brand cognition, which is no longer determined solely by bottom-up brand contact but is instead a dynamic, interactive outcome [4]. With technological empowerment, significant changes have occurred in brand identification, experience, and loyalty establishment, creating close connections between intelligent technology and consumers. Wang Pengfei and Sun Yue have noted that the impact of intelligent technology on global sustainable fashion brand cognition is gradually gaining attention [5]. Furthermore, the widespread adoption of smart technologies such as wearable devices and smart homes has profoundly influenced brand cognition. In the intelligent era, brand image building faces more complex interactive challenges.

3. Theoretical Foundations

3.1 Traditional Consumer Behavior Theory

Before the intelligent era, consumer behavior theories focused on decision-making and purchasing. Abraham Maslow's hierarchy of needs and Herbert Simon's bounded rationality theory are representative examples. Maslow emphasized that need satisfaction influences decision-making, ranging from physiological to social needs in a hierarchical structure, while Simon argued that consumers exhibit bounded rationality due to information, time, and cognitive limitations. Both theories emphasize the role of need satisfaction and information search evaluation in decision-making. However, with the arrival of the intelligent era and dramatic changes in consumer behavior, traditional theories struggle to fully explain and predict current phenomena. It is necessary to construct an analytical framework for consumer brand knowledge structure and extract mental resource elements within the context of new technologies to more accurately understand and predict consumer behavior [6]. Nevertheless, rapidly developing intelligent technologies will continue to transform consumer behavior studies [7].

3.3 Intelligent Technology and Consumer Interaction Patterns

Through the extensive application of intelligent technology, brands can collect consumer behavior data, preferences, and feedback to provide more personalized products and services [11]. For instance, intelligent recommendation systems can offer personalized product recommendations based on consumers' purchase histories and preferences, improving purchasing convenience. Additionally, virtual fitting room applications provide more convenient shopping experiences, allowing consumers to try on clothes at home through virtual reality technology without visiting physical stores. Smart voice assistants have become important aids in daily life, enabling consumers to interact and inquire directly with brands through voice commands. These intelligent technologies not only enhance shopping convenience but also create deeper consumer insights and closer customer relationships for brands.

4. Brand Cognition in the Intelligent Era

4.1 The Development of Brand Cognition Theory

With the rapid development of the internet and intelligent technologies, brand cognition theory continues to evolve. In 2022, Qin Yuan concluded in her research that the dynamic and multi-layered nature of brand cognition in the intelligent era has significantly strengthened. Consumers no longer passively receive information but engage in two-way interactions with brands through intelligent technology, achieving personalized experiences based on individual preferences and needs [12].

4.2 How Consumers Identify and Understand Brands in the Intelligent Era

In the age of intelligent technology development, the core of enterprise competition is the brand, and the key to brand competition is brand awareness. Brand awareness represents consumers' overall impression of brand quality, constitutes an important component of brand equity, and reflects corporate competitiveness. It comprises six elements: brand name, logo, slogan, image, characteristics, and values. Brand awareness is influenced by differentiation, relevance, and respect. Methods to enhance brand awareness include memorable brand names, unified brand images, innovative slogans, appropriate advertising creativity, and leveraging news events, celebrity effects, public relations activities, and advertising to break through homogenization and reposition the brand. The purpose of brand marketing is to deepen consumers' brand cognition to drive consumer behavior and achieve long-term sales growth [13].

Consumer brand cognition progresses through four stages: establishing brand impression, promoting value identification between brand and consumer, building consumer-brand stickiness, and enhancing brand loyalty. Technology is reshaping brand values, driving digital expression of brand image, and diversifying brand communication to enhance consumer loyalty. Keller proposed from a consumer cognition perspective that activated brands typically exhibit high brand recognition, unique brand image, and brand preference [14]. Therefore, brands must keep pace with technological development, continuously innovate to meet consumer needs, and improve brand awareness.

4.2.1 Leveraging Personalized and Customized Brand Recommendations to Strengthen Brand Cognition

Intelligent technology analyzes user interests and behaviors to provide personalized brand recommendations, increasing brand awareness and facilitating access to relevant information [15]. This technology has made social media an important channel for brand communication, through which consumers encounter brand content and influencer recommendations, thereby enhancing brand cognition and memory.

4.2.2 Utilizing Social Media and Online Marketing to Increase Brand Exposure and Influence

The proliferation of the internet and social media constitutes an important platform for disseminating brand information. Brands can conduct precision marketing through social media platforms by publishing interesting and valuable content to interact with consumers, thereby increasing brand exposure and influence and improving brand awareness. Additionally, endorsements from online influencers and opinion leaders have become important pathways for brands to enhance cognition.

4.2.3 Employing Virtual and Augmented Reality to Provide Immersive Brand Experiences

The development of virtual reality (VR) and augmented reality (AR) technologies provides brands with entirely new display and experience methods. Consumers can more intuitively understand and experience brand products and services through VR and AR technologies [16]. Brands can use VR technology to create virtual displays, virtual try-on scenarios, and other experiences that allow consumers to understand products more intuitively. AR technology combines virtual content with the real world, providing consumers with opportunities to interact with brands. Through AR applications, consumers can view virtual product models in real environments, experience virtual shopping guides, and thereby increase brand cognition and interest.

4.2.4 Applying Artificial Intelligence and Big Data to Analyze Consumers More Precisely

The application of artificial intelligence (AI) and big data enables brands to analyze consumer behavior and needs more accurately, thereby developing more effective marketing strategies that play important roles in brand cognition. Additionally, AI technology can be used for customer service, analyzing vast amounts of data and user behavior to provide consumers with personalized brand recommendations and customized shopping experiences, improving consumer satisfaction and further deepening brand awareness and attention [17].

4.2.5 Leveraging IoT and Smart Devices to Provide More Convenient Services

The development of the Internet of Things (IoT) and smart devices provides brands with more marketing channels and methods. Brands can interact with consumers through smart devices, using smartphones, wearable devices, and smart home products to communicate and interact with consumers in real time, establishing more profound brand images in consumers' minds.

4.2.6 Building Ecosystems and Platformization to Better Satisfy Consumer Needs

Technological development continuously drives brands to establish their own ecosystems and platforms, integrating multiple resources to provide more comprehensive and convenient one-stop services. Through such ecosystems, brands can effectively integrate products, services, and related information to provide consumers with superior experiences. They can also gain deeper insights into consumer behavior and preferences through data analysis, thereby developing more precise marketing strategies that promote brand-consumer interaction and enhance brand loyalty.

4.2.7 Capitalizing on Environmental and Sustainability Concerns to Enhance Brand Image

As consumer concern for environmental protection and sustainable development continues to grow, consumers increasingly prefer brands that demonstrate social responsibility and environmental consciousness. By participating in environmental activities and supporting social welfare projects, brands can establish deeper emotional connections with consumers.

4.3 New Trends in Technology-Driven Brand Communication and Interaction

Technology-driven brand communication and interaction exhibit new trends. Technology-driven product innovation capabilities are user-centered, continuously mining needs to promote differentiated product development, which becomes an important driving force for long-term brand upgrading.

4.3.1 Combining Virtual Experience with Physical Interaction

Brands provide consumers with immersive virtual experiences through VR and AR technologies while integrating physical interaction. For example, setting up AR displays in physical stores allows consumers to interact with virtual elements through mobile phones or AR glasses, enhancing brand cognition and shopping experiences.

4.3.2 Cross-Platform and Multi-Channel Communication

As consumers use multiple smart devices and platforms to access information, brand communication is trending toward cross-platform and multi-channel strategies. Brands need to establish presence across multiple digital channels and provide consistent brand information and experiences to meet diverse consumer needs.

4.3.3 Data-Driven Personalized Marketing

By leveraging big data and AI technologies, brands can more precisely understand consumer needs and preferences to achieve personalized marketing. Through personalized recommendations, customized shopping experiences, and individualized communication, brands can enhance consumer cognition and loyalty.

4.3.4 User-Generated Content and Social Interaction

Consumers have become a force in brand communication by sharing purchase experiences, brand evaluations, and interactive content through social media platforms. Brands need to actively participate in and guide user-generated content, strengthen interaction with consumers, and enhance brand cognition and influence.

4.3.5 Application of AI Assistants and Smart Customer Service

AI assistants and smart customer service play important roles in brand interaction and customer service. Consumers can interact with brands, obtain product information, and make purchases through voice assistants, while smart customer service can provide immediate support and answers. Through intelligent interaction and services, brands can enhance consumer cognition and satisfaction.

5. Applications of Intelligent Technology in Brand Building

Successful intelligent technology companies require strong brand cognition. Apple has shaped a unique image and attracted loyal users through simple product design, intuitive user interfaces, and high-quality user experiences, supported by "Think Different" and "Get a Mac" advertising campaigns. Google is renowned for its powerful search engine and innovative products like Google Maps and Translate, providing personalized search experiences that win user trust. Amazon has built brand cognition through its e-commerce platform and smart home devices like Echo and Alexa, emphasizing convenient shopping and efficient logistics. IBM Watson has achieved remarkable results in healthcare, finance, and other industries through cognitive computing and machine learning, expanding market influence. Smart home brands satisfy needs for personalization, comfort, and convenience, driving consumer purchasing behavior.

6. Factors Influencing Consumer Behavior Transformation in the Intelligent Era

Technology and the intelligent era significantly influence consumer psychology and behavior. Intelligent technologies make information acquisition and communication instantaneous, increasing consumer expectations for immediate gratification and driving preferences for online shopping and smart payment methods. Simultaneously, technology enables consumers to better express their individuality, leading to expectations for personalized products and services. The rise of social media subjects purchase decisions to social influence, as consumers rely on others' opinions to evaluate product quality, with influencers playing important roles in this process. These changes challenge traditional retail while creating new opportunities for enterprises.

7. Management Strategies Under Technology-Driven Brand Cognition Trends

Understanding consumers' technology usage habits and shopping behaviors is crucial for meeting their expectations. Brand managers should utilize intelligent technologies to create immersive brand experiences that enhance consumer engagement. Rapid decision-making and real-time response to market dynamics help brands adjust strategies promptly and build strong digital brand reputations through active communication and user review management. With the development of big data and AI, intelligent advertising creation models have emerged that can accurately identify consumer needs and generate personalized advertisements, thereby enhancing brand cognition [18]. As an important channel for brand communication, social media should be leveraged to strengthen brand presence. Brands must also focus on social responsibility and sustainable development, using technological innovation to improve efficiency, reduce resource consumption, and communicate social responsibility initiatives. Brand managers should actively address the challenges and opportunities of the intelligent era, maintaining competitiveness through personalized positioning and user participation.

8. Research Conclusions and Future Outlook

Research demonstrates that intelligent technology has positive impacts on brand cognition and consumer behavior. Brand managers should invest in virtual reality, augmented reality, and artificial intelligence to provide immersive experiences that enhance brand engagement. As consumers prefer personalized experiences, brands should utilize intelligent technologies to precisely meet needs and improve brand loyalty. Social media and online reviews significantly influence purchase decisions, requiring brand managers to prioritize social media interaction and actively respond to feedback to build positive brand images and enhance trust. These findings help brand managers understand new trends and adjust strategies to maintain competitive advantages. Future research should examine cross-cultural brand cognition and the importance of technology ethics in brand marketing to ensure compliance and protect consumer rights, providing profound insights for brand marketing theory and practice.

References

[1] Lu Qinghua. Consumer Cognitive Style, Brand Attitude, and Marketing Effectiveness [J]. Commercial Economics Research, 2020(15): 69-72.
[2] Cheng Ming, Gong Bing, Wang Hao. On the Value Concepts and Value Creation Paths of Content Marketing in the Digital Age [J]. Publishing Science, 2022, 30(3): 66-73.
[3] Xu Tongqian, Jia Mengke. Technology and Evolution: The Research Landscape of Digital Marketing—A Longitudinal Analysis of Digital Marketing Research from 1996–2022 [J]. News and Communication Review, 2023(5): 115-128.
[4] Zhou Chao, Zhao Siya, Wang Tianyue. Research on Brand Marketing Strategies for Online Shopping Platforms Based on the SICAS Model [J]. Journal of Huainan Normal University, 2023(2): 50-56.
[5] Wang Pengfei, Sun Yue. A Web of Science-Based Knowledge Mapping Study of International Sustainable Fashion [J]. Journal of Zhejiang Sci-Tech University (Social Sciences), 2023, 50(3): 341-352.
[6] Xu Peng. Research on Brand Positioning Model Based on Consumer Cognition [D]. Tianjin: Nankai University, 2009.
[7] Lu Taihong. 50 Years of Consumer Behavior: Evolution and Disruption [J]. Foreign Economics and Management, 2017, 39(6): 23-38.
[8] Negroponte N. Being Digital [M]. Translated by Hu Yong and Fan Haiyan. Haikou: Hainan Publishing House, 1997.
[9] Solomon M, Lu Qinhong, Yang Xiaoyan. Consumer Behavior [M]. Translated by Yang Xiaoyan, Hao Jia, Hu Xiaohong, Zhang Hongming. Beijing: China Renmin University Press, 2014.
[10] Yu Zhidong. Exploring Modern Marketing Transformations from Consumer Psychology and Behavior [J]. Reform and Strategy, 2005(5): 8-10.
[11] Zhou Hao. Research on Market Marketing Strategies in the Digital Marketing Era [J]. Marketing World, 2023(14): 20-22.
[12] Qin Yuan. The Evolution and Reconstruction of Online Advertising Effectiveness Evaluation Systems in the Intelligent Era [J]. Industrial Innovation Research, 2022(20): 115-117.
[13] Lu Taihong. A Brief History of Brand Thought [M]. Beijing: Mechanical Industry Press, 2020.
[14] Yu Junsheng, Zhang Shaohua. Analysis of Brand Revitalization Path from Consumer Cognition Perspective [J]. Marketing World, 2023(18): 47-49.
[15] Kang Zhuang, Shi Jing. Empirical Study on Brand Equity, Brand Cognition, and Consumer Brand Trust [J]. East China Economic Management, 2011(3): 99-103.
[16] Jin Hai. Construction and Strategy of "Smart Marketing" Management System in the Internet Era [J]. Metallurgical Automation, 2020(S1): 218-222.
[17] Pang Wenying. Research on Personalized Marketing Strategies Integrating AI and Humanistic Characteristics [J]. International Brand Observation, 2023(17): 34-42.
[18] Liu Qingyong, Zhang Jinhai. Research on Intelligent Advertising Creation Model Based on Consumer Brand Knowledge Management—From the Perspective of Network Agenda-Setting Theory [J]. Modern Communication—Journal of Communication University of China, 2024(8): 76-86.

Author Biography: Fang Shu (1988—), female, Hui ethnicity, from Chongqing, master's degree, lecturer at Hebei Institute of Communications. Research interests: brand communication and intelligent marketing.
(Responsible Editor: Li Yansong)