In a large bowl, mix sugar, yeast, salt and 2 cups flour. In a small saucepan, heat eggnog, butter and pumpkin to 120°-130°. Add to dry ingredients; beat on medium speed 2 minutes. Add eggs; beat on high 2 minutes. Stir in remaining flour until it forms a firm dough.
Turn dough onto a floured surface; knead until smooth and elastic, 6-8 minutes. Place in a greased bowl, turning once to grease the top. Cover and let rise in a warm place until doubled (about 1 hour).
In a small bowl, mix sugar, cardamom and allspice. Punch dough down. Turn onto a lightly floured surface. Roll into an 18x12-in. rectangle. Brush with butter to within 1/2 in. of edges; sprinkle with sugar mixture. Roll up rolls in the style of the photo, starting with a long side; pinch seam to seal. Cut into 12 slices.
Place in a greased 13x9-in. baking pan, cut side down. Cover with a small towel; let rise in a warm place until doubled, about 45 minutes. Preheat oven to 350°. Bake rolls 20-25 minutes or until golden brown.
For the frosting: In a small bowl, beat cream cheese, eggnog, pumpkin and cardamom until blended. Gradually beat in powdered sugar until smooth. Spread over warm rolls. Serve warm with Pumpkin Spice Milk.