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Past research on brand extensions has been searching for conditions for successful brand extensions. Two contradictory response patterns between fit levels and extension evaluation have been observed in past studies. This study attempts to synthesize these seemingly contradicting past findings by considering a situational factor (i.e. situational involvement) and a consumer personality factor (i.e. consumer innovativeness) as moderating factors for the effect of extension similarity on evaluation of brand extensions.

An experimental design with three factors (i.e. extension similarity, consumer innovativeness, and situational involvement) is used to test the hypotheses.

It was found that, under the high involvement condition, innovative subjects show a pattern suggested by the inverted U‐shaped hypothesis in their extension evaluations. Subjects in other conditions, on the other hand, show a pattern suggested by the fit hypothesis.

The findings of the study provide useful implications to marketers who are considering brand extensions. Marketers may need different strategies depending on the degree of extension similarity and the characteristics of their target customers.

By identifying boundary conditions for successful brand extension, the findings of the study contribute to increase understanding in the brand extension literature.

WE endorse with much pleasure the welcome that has greeted the election of the new President of the Library Association. When the Association, in what seems now a somewhat remote past, determined to place the executive side of its business in the hands of a permanent Secretary, the question of the continuance of an Honorary Secretary was given careful consideration. It was resolved that he should continue and that his main function would be to represent the President at all times when the latter was not available. He had other duties, even if they were not clearly expressed, including a general overall initiative in committee and Council matters. The successive holders of the office since, Stanley Jast, Dr. E. A. Savage and Lionel R. McColvin proved so clearly the wisdom of that decision that the Association made each of them President; they have been heads of the profession in a real sense, inspiring and actively creative. The last of them, Mr. McColvin, is known everywhere librarians meet, here and overseas, and only the newest library recruits are unfamiliar with his reports, essays and many books, or have not heard of his home and other county surveys and his fearless, suggestive appraisals of what he has seen and thought. In a rather difficult time the Library Association is fortunate to have so statesmanlike a librarian to lead it.

The emergence of gender-nonconforming behavior in a child presents an opportunity and, often, significant pressure for parents to question the gender beliefs they have taken for granted. The purpose of this research is to examine how parents of gender-diverse youth respond to such pressures and ultimately come to understand and support their children’s gender identity.

This research is guided by Ridgeway’s theoretical concept of gender as a primary frame for coordinating social life. Using in-depth interviews with 36 supportive parents of gender-diverse children, the author details the process by which parents developed a critical consciousness of gender and subsequently adopted trans-affirming beliefs in response to their children’s gender-nonconformity.

Findings illustrate the power of gender as a primary frame for organizing life within the family as well as the circumstances under which hegemonic gender beliefs can be disrupted and alternative beliefs can be formed. The analysis shows that the process of making space for gender diversity within the home, which is taken on almost exclusively by mothers, invokes competing maternal mandates of raising “proper” children versus modeling selfless devotion to children’s happiness and well-being. As mothers navigate these conflicting requirements to create greater gender freedom for their children, they reinforce and perpetuate gender stereotypes that cast women as natural caregivers. Ironically, the work of intensive mothering is also the mechanism through which women come to develop alternative gender beliefs that they then use to expand gender possibilities for their children.

IT is very appropriate that this number of THE LIBRARY WORLD should be devoted to the subject of cataloguing. This has become current in a special degree owing to the activity of the A.L.A. and the L.A. committees on both sides of the Atlantic, who are engaged in reviewing the Anglo‐American Code of Cataloguing Rules. Cataloguing is a subject that figures more in the minds of candidates for examinations than it does in the average conversations of librarians, but there is no more important subject in the librarian's life and no more significant activity. Our readers may not accept the implications of the somewhat vigorous “Letters on Our Affairs” which appear in this number, but it could be urged that there are many things to consider in cataloguing which have immediate importance. The matter was a simple one in former days. Forty years ago every library in this country of any size found it possible to issue a printed catalogue of some sort or other. The objections to these printed catalogues are commonplace to‐day; they were expensive, their cost was not recovered by sales, and they were incomplete from the beginning. The point is that libraries somehow managed to publish them, and those libraries were, as our correspondent suggests, of as good service to literature in its best sense as are present libraries.

The sustainable fashion (SF) literature is fragmented across the management discipline, leaving the path to a SF future unclear. As of yet, there has not been an attempt to bring these insights together or to more generally explore the question of “what is known about SF in the management literature and where could the SF field go from there?”. The purpose of this paper is to bring together the field to identify opportunities for societal impact and further research.

A systematic literature review was conducted from the first appearances of SF in the management literature in 2000 up to papers published in June 2019, which resulted in 465 included papers.

The results illustrate that SF research is largely defined by two approaches, namely, pragmatic change and radical change. The findings reveal seven research streams that span across the discipline to explore how organisational and consumer habits can be shaped for the future.

What is known about SF is constantly evolving, therefore, the paper aims to provide a representative sample of the state of SF in management literature to date.

This review provides decision makers with insights that have been synthesised from across the management field.

This review identifies knowledge gaps and informs managerial decision making in the field, particularly through serving as a foundation for further research.

Drawing on a socio-cognitive model, the theory of planned behaviour (TPB), the aim of this paper is to investigate whether the effects of social cognition on intention to consume dietary supplements moderate by health motivation.

This study was carried out using a cross-sectional survey approach. Subjects comprised 438 undergraduate students from six universities in Malaysia.

Given strong support for the extended TPB's application to dietary supplements consumption provided by the study, it seems feasible that desirable changes in attitude, social norms, and perceptions of control might lead to corresponding changes in behavioural intention. The empirical findings, which are based on multi-group analysis, show that the strength of the relationships between informational influence, consumer attitude, and their intention to consume dietary supplements are strongly influenced by health motivation.

This research sets the ground for stakeholders in the healthcare and pharmaceutical sectors to improve their understanding of what drives dietary supplements consumption. Armed with this knowledge, marketers and health professionals could plan and execute their marketing strategies and health interventions more effectively.

The core contribution lies in an important extension of social cognitive model by incorporating the moderating effect of health motivation. This study demonstrates the measurement validity and predictive efficacy of the proposed integrative model which can be used as a promising framework to examine other preventive health behaviours.