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The main aim of this study is to explore the motivational process behind two types of forgiveness – i.e. true and hollow forgiveness. It is predicted that victims who engage in true forgiving behavior will have stronger relationship‐oriented motives than either those who engage in hollow forgiving behavior or those who do not engage in forgiving behavior. Furthermore, the authors seek to explore the relationship between true and hollow forgiveness and conflict resolution strategy.

In Study 1, participants were asked to recall personal experiences of being harmed, and they rated the events in terms of forgiveness, motives of forgiveness, resolutions strategies, and satisfaction with outcome. In Study 2, participants were presented with scenarios depicting individuals who were victimized, and were asked to read the scenarios, imagining themselves as the victim. Following this forgiveness, motives of forgiveness, resolution strategies, and satisfaction with outcome were measured.

Consistent with the predictions, participants classified as being true forgivers were motivated by relationship‐oriented motives. These individuals preferred a collaborative conflict resolution strategy, and tended to be satisfied with the outcome of the conflict. In contrast, participants classified as being hollow forgivers were motivated by self‐oriented reasons, and they preferred avoidance as a conflict resolution strategy. In addition, these individuals were less satisfied with the outcome of the conflict than were the true forgivers.

These findings suggest that perceptions of the conflict resolution process depend on the type of forgiveness.

The purpose of this paper is to comment on Magnusson et al.'s paper. Rather than entering into the COO (country of origin) relevance debate, the author observes the shift from manufacturing to brand origin and outline consequences for future COO research by taking into account linguistic aspects of brand names.

This paper documents the issue of brand origin recognition accuracy (BORA, a central theme in Magnusson et al.'s paper) and the progressive replacement of COO and COM (country of manufacture) by COB (country of brand). Linguistic cues lead to both incorrect and correct classification of brands in terms of their national origin, which the author subsumes in four ideal‐typical situations, by taking into account company intention to manipulate origin information or not. The author then outlines factors which cause and moderate incorrect versus correct classification, especially brand size, corporate vs product names, and linguistic devices.

A framework is developed crossing causes of incorrect versus correct classification with company strategic branding intents. Suggestions are provided for future research combining linguistic and non‐linguistic aspects of BORA.

Companies willing to build on the origin and favorability of their brand names should deploy a deliberate naming strategy that is expressed in the textual part, as well as in the visual part (i.e. brand name fonts, logo, packaging) and the accompanying marketing communications, especially advertising copy.

This paper takes distance from the raging debate on the relevance of COO research, and suggests to deepen the understanding of BORA. This is done by looking at causes and moderating variables of BORA, and taking into account linguistic aspects of strategic branding in the global market.

The aim of this paper is to summarize the celebrity endorsement literature to identify trends and challenges related to key research areas. Based on a critical review of existing literature, this paper presents several recommendations regarding potential future directions of celebrity endorsement research in hospitality and tourism.

The paper presents a critical review of literature from both the general marketing and hospitality and tourism fields.

Over the past decade, significant progress has been made in hospitality and tourism celebrity endorsement research, with several new constructs being revealed and tested. However, the extant findings are rather mixed and inconclusive because industry features have not been systematically examined and study contexts and samples have varied widely. To advance the hospitality and tourism celebrity endorsement research, an extended meaning transfer model with six propositions is proposed. Several areas for future research are also discussed.

This paper offers up-to-date findings on celebrity endorsement to practitioners, and the proposed extended meaning transfer model can provide marketers useful guidelines on selecting appropriate endorsers for their products/brands.

In previous studies, scholars mainly used one or more of the three types of celebrity endorser selection models and only examined specific antecedents of effective endorsement. To date, researchers have not yet conceptualized a modified model that captures the unique features of the hospitality and tourism industry and reconciles the mixed findings in the extant literature. This paper proposes an extended meaning transfer model to explain the endorser selection process, provides a good foundational understanding of the extant celebrity endorsement research and makes several recommendations regarding future research directions for hospitality and tourism scholars with implications for practitioners.