Brand extension and purchase intention of Jordanian banks’ clients

Brand extension and purchase intention of Jordanian banks’ clients

Product/service extension is crucial for product/service development strategies; therefore, the study aims to investigate the impact of brand extension on consumers’ purchase intentions. Data were collected by questionnaire from 221 clients of Jordanian banks. SPSS 25 supported with AMOS has been us...

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Bibliographic Details
Main Authors: Abdel-Aziz Ahmad Sharabati, Shafig Al-Haddad, Mahfuz Judeh, Baraa Al-Badawi
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2022-04-01
Series:Innovative Marketing
Subjects:
brand extension
brand extension strategies
consumers’ purchase intention
Jordan
quantitative research
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16426/IM_2022_02_Sharabati.pdf

Internet

https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16426/IM_2022_02_Sharabati.pdf

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