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    31. Who is behind the sustainable purchase? The sustainable consumer profile in grocery shopping in Spain

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    32. Cadbury's salmonella scare: good or bad crisis management?

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    33. The Dasani controversy: a case study of how the launch of a new brand jeopardized the entire reputation of Coca Cola

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    34. Influence of brand equity on milk choice: a choice experiment study

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    37. Chinese consumer knowledge, perceptions and willingness to pay (WTP) for orange juice products: Any opportunities for the U.S. juice producers?

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    38. The interplay between advertising claims and product categories in food advertising: a scheme congruity perspective

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    39. Branding the land-grant university: agricultural producers' and community leaders' awareness of the tripartite mission

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