5. Conclusion：
All of the above study aims to analyze how to improve the brand image effectively in the offline CSR activities in China. In this paper, I made a careful study of the literature on CSR, brand image and offline activities, and found out that fulfillment of corporate social responsibility does have certain effect to enhance the brand image, and offline experiential activities such as pop-up stores have become popular offline activities for consumers. Therefore, this paper selects the Conceptual Model of Brand Image proposed by Wasib Bin Latif et al. (2015) in the article “Outcomes of Brand Image: A Conceptual Model” as the preliminary theoretical framework. In order to make this study more localized in China, this article also combines with Guanhui and Dahai Dong’s "An empirical study on the influence mechanism of Chinese local brand image on perceived quality, customer satisfaction and brand loyalty" from Dalian university of management and economic management college, to construct the whole theoretical framework of this research. The theoretical framework is composed of five factors that affect brand image, which are respectively familiarity, satisfaction, trust, loyalty and perceived quality. Although the primary research sample has some limitations, the research found some information on how to improve the brand image through offline CSR activities: • • • • • • • •
hold experiential charity pop-up shops or brand exhibitions. Reasonably reduce the price of charitable goods. The theme of charity covers a wider range of people. Clear and authentic philanthropic motives and goals. The concept and positioning of charity activities are consistent with the brand. Events and charitable goods are highly creative, and hard to be replaced. Launching durable charity goods. A limited/small quantity sale of charity products.
Up to now, there are not many literatures on how to conduct offline CSR exhibition, especially those with local characteristics in China. Therefore, it is difficult to guarantee the accuracy of the brand image theory model applied in China. However, based on the marketing strategies deduced from the theoretical framework, this paper conducts a questionnaire survey to test the practicability of these marketing strategies in the Chinese market. The survey results verify the suggestions of offline CSR activities that are deduced by the theoretical framework, which roughly verifies the applicability of the theoretical framework of this paper in China and provides a general idea for brands to conduct 39
