The Michigan State University (MSU) Dairy Team conducted an industry survey with the objectives of identifying and rating industry priorities. After holding discussion groups across the state, two questionnaires were developed and sent to 2,237 dairy farm owners and operators and 480 allied...

Purpose – The purpose of this paper is to examine consumer perceptions of a potential sustainable line extension introduced by a specific fast-fashion retailer. Following brand-extension theory, the study seeks to identify the influences of knowledge of and involvement with the cause of...

The extant brand extension literature shows a curvilinear relationship between consumers' perceived difficulty of manufacturing the brand extension and their attitude towards the extension. This paper advances this research area by investigating the moderating roles of consumption-fit...