“…However, these relationships are well established, so we do not develop explicit hypotheses for them. Specifically, the model includes (presumably positive) relationships of the perceived quality of the extension with the perceived quality of the parent brand (e.g., Arslan and Altuna, 2012;Sattler, 2006, Völckner et al, 2010), parent brand conviction (e.g., Sichtmann, 2007;Völckner et al, 2010), brand reliance (e.g., Ramanathan, 2013;Völckner and Sattler, 2006), and consumer innovativeness (e.g., Hem et al, 2003;Steenkamp et al, 1999).…”