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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 used for structural equation modeling (SEM) to test the relationship and hypothesis. The study revealed that the eight brand extension sub-variables (companion product extension, brand prestigedoi:10.21511/im.18(2).2022.06 fatcat:6tjad2jo3bddvhplgw6dhztxfm