Generally, yes. Journals expect that the research is new. With most research labs (at least in CS) making their work freely available on the internet, the major value of publication is peer review. In my area, double-blind review is the norm, meaning the reviewers and authors don't know who the other is. Thus it's not clear to the reviewers if the prior research is even yours.

The expectation is you cite the previous work to clearly indicate it is not new, and that your submission for review is mostly about new research. In some situations overlap is okay, e.g. there's a conference version and then a journal version with additional results. In that case you disclose in writing what the delta is to the editor (who knows your identity while the reviewers do not). This also means in the paper you have to treat the prior work as if it is by a different group to maintain double-blind review.

The point is to make it clear what is new research. Trying to get credit for the same research multiple times, and boost citation count, is dishonest to the expectations of the community. It's also a waste of time for reviewers (who volunteer) to review same research over and over again after deciding it's acceptable. Think of it like a OSS maintainer getting pull requests for trivial changes to the code just to boost the green squares on someone's GitHub profile. It's a drain on everyone else and doesn't benefit the project.