I recently read an article in the June issue of Journal of Marketing Research titled “Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained” by Keisha M. Cutright, James R. Bettman, and Gavan J. Fitzsimons. In the past I have had the opportunity to dabble with Fast-Moving Consumer Good advertising research and brand extensions were always a favorite topic of mine! I absolutely loved to wager whether or not a new line extension was going....