Research questions: A. What types of CSR behaviors are most suitable for brands to conduct offline CSR marketing activities? B. What elements should brands pay attention to when holding offline CSR activities in Chinese market, so as to effectively improve the brand imageďź&#x;
In order to study of the above two research topics, and provide effective and specific advice for brands, This paper makes a detailed research on the offline brand activities, the CSR behavior of brands, the improvement of brand image, and the relationship among the three, and finds that brands seldom add CSR elements in the offline activities, and the research and analysis on the offline CSR activities of the brand are also relatively lacking, but just the brand CSR offline activities can effectively enhance the brand image. Especially at a time when the purchasing power potential of Chinese market is continuously expanding, the research literature on Chinese localism is more limited. Therefore, the theoretical framework of this paper will be formed by combining the theoretical model of brand image with the research literature with the characteristics of Chinese localism. According to the latest first-hand survey data, based on the Chinese market environment and the perspective of Chinese consumers, summed up targeted suggestions, help luxury brands expand their market in China by holding offline CSR activities, develop new marketing and promotion strategies in line with the current experience economy and new retail trends, and comprehensively improve their brand image from the perspective of innovation.
2. Literature review 2.1 The impact of CSR on brand image In recent years, the society, enterprises and consumers pay more and more attention to Corporation Social Responsibility (CSR) implementation. CSR is an important part of corporate brand building, which is required by consumers and also a necessary condition for enterprises to survive (Guo, 2009). Bowen published his first foundational work on social responsibility in 1953, which argued that corporate social responsibility of a company is the policy and measure implemented in order to realize the goal and value of the society as well as the social welfare. It was noted that the concept of social responsibility could be extended to the business environment, making the organization more than an economic whole (Bowen, 1953).
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