Reflecting similar relationship between extended product and original product in the market

market fit largely determines the acceptance level of extended product. Based on theoretical analysis

this paper collects first-hand data through questionnaires and empirically analyzes the impact of market fit on brand extension performance through stepwise regression method. The results show that market fit promotes the improvement of brand extension performance and plays part of mediating role through brand identity. In addition

technology correlation also plays a positive regulating role to the main effect. According to different extension situations

it is found that the deep correlation of technology strengthens the relationship between market fit and brand extension performance. In the context of extension of different technology fields

deep correlation of technology and bread correlation of technology strengthen the relationship between market fit and brand extension performance.