2.1 The impact of CSR on brand image

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 activitiesin Chinese market, so as to effectively improve the brand image？

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 brandsseldom 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 aneconomic whole (Bowen, 1953).

Fulfilling social responsibility is an important way for enterprises to improve their brand image (Guo, 2009). Garcia et al. (2003) studied the impact of public welfare marketing on brand attitudes and found that public welfare marketing is a very effective tool for building brand differentiation and obtaining emotional positioning in the minds of consumers. Du et al. (2007) found that when a brand positioned itself as a "CSR" brand (instead of just engaging in CSR activities), consumers' attention to it would be significantly increased. The research proposed CSR activities related to the product itself would raise consumers' attention level. Callarisa et al. (2009) believe that enterprises' charitable activities, namely CSR fulfillment, will make consumers trust the enterprise's brand more. Luo and Bhattacharya (2013) also support the view that CSR behavior can enable enterprises to build customer satisfaction and have a positive impact on the market value of enterprises. Creyer and Ross (1997) argue that customers are willing to buy CSR products at a higher price to reward companies that make greater contributions to CSR.

Tian et al. (2016) found that when luxury enterprises are compared with other types of enterprises, CSR plays a more significant role in promoting brand image. The scarcer the luxury goods, the stronger the positive impact of CSR behavior on consumer attitudes. Social responsibility is a big consideration for luxury consumers when shopping, with 80 percent saying they would prefer a socially responsible brand. In addition, 60 percent of luxury consumers believe that luxury brands should be more active than other industries in fulfilling their social responsibilities (Bain, 2020).

In this regard, the luxury Industry attaches great importance to CSR. Environmental protection and sustainable development are two categories that luxury brands attach most importance to. At the United Nations conference on Climate change (COP24) in Katowice, Poland, in December 2018, many brands and organizations in the Fashion and luxury industries jointly signed a new Fashion Industry Charter for Climate Action to promote the environmental protection process in the Fashion Industry. A total of 43 brands and organisations in the luxury fashion industry have signed the charter, including Stella McCartney, Hugo Boss, H&M, Burberry, adidas, Kering, Levi Strauss & Co, China National Textile and Apparel Council, Outdoor Industry Association and Textile Exchange. The fashion industry climate action charter's initial goal is to reduce the fashion industry's total greenhouse gas emissions by 30 percent by 2030, with the goal of achieving a net zero emissions by 2050 (Jiang, 2018).

Different CSR modes of enterprises will bring different impacts on consumers' brand evaluation. Peloza and Shang (2011) divided corporate social responsibility into philanthropic behaviour, public welfare practice and product-related behaviour, specific