Exploring the influence of a hotel’s green animation advertising on green brand attachment: Green brand uniqueness as a mediator

Abstract

With fierce competition in the hotel industry, an important issue is how to create a differentiating advantage and customer brand attachment through marketing tools. The purpose of this study was to explore whether green animation advertisement can positively affect green brand uniqueness and green brand attachment. We used convenience sampling to collect 386 valid questionnaires from consumers who had seen Agoda’s hotel animation advertisements. The results show that three elements of green animation advertisements (reliability, attractiveness, and informativity) positively affected the green brand uniqueness, which positively affected green brand attachment. In addition, green brand uniqueness had a mediating effect between green animation advertisement and green brand attachment. This study provides another perspective on the role of green hotels in maintaining customers’ brand attachment.