refers to: (1) philanthropic behaviour refers to the enterprises' CSR fulfilment through causebased marketing and donation; (2) public welfare practice means that enterprises fulfil CSR through environmental protection activities, animal protection activities, anti-employment of child labour, promotion of conservation and recycling of waste, etc.; (3) product-related behaviour refers to enterprises' CSR fulfilment through improving quality, reducing pollution, producing organic products and biodegradable products, etc. Tian et al. (2016) believed that the following conclusions could be drawn through empirical research and analysis. The three dimensions of corporate social responsibility have significant influence on brand equity, among which philanthropic behaviour has the greatest impact on brand equity, and brand image is the main component of brand equity (Hsieh, et al. 2004) (Keller, 1993). At the same time, Tian et al. (2014) pointed out that philanthropic behaviours could significantly improve consumers' positive attitude towards enterprises compared with public welfare practice and product-related behaviour. Philanthropic behaviour here refers to casue-based marketing and donation respectively. Cause-based marketing refers to the enterprise launches a charitable product, and then donating the revenue earned from the charitable product; Donation refers to the donation made directly by the company without the launch of charity goods. Enterprises usually adopt the way of cause-based marketing when conducting philanthropic activities, which will also bring greater attention to the brand. In addition, the majority of consumers think that enterprises' public welfare behaviour is mainly due to social pressure, not the ethics of the company itself. However, when an enterprise performs philanthropic behaviour, consumers believe that such corporate social responsibility acts are more authentic (Tian, et al. 2016). Therefore, philanthropic behaviours promote brand image more effectively.
2.2 Relationship between brand offline activities and brand image Even with the rise of more measurable digital marketing strategies, offline trade and marketing campaigns are a major way to build relationships between brands and consumers. A report released by eMarketer in B2B event marketing 2017 found that (eMarketer, 2017). The brand marketing experiment conducted by Ananda on Facebook shows that brand offline activities are the most common marketing method for brands, 7
