Research on the Decline of Brand Loyalty and Relationship Management Maintenance Strategies after the Release of First Economic New Products_Vol. 3 No. 4 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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Research on the Decline of Brand Loyalty and Relationship Management Maintenance Strategies after the Release of First Economic New Products

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DOI: https://doi.org/10.62517/jbm.202609404

Author(s)

Juntong Mu

Affiliation(s)

Liaoning University of International Business and Economics, Dalian, China

Abstract

This study examines changes in brand loyalty following the launch of new products within the first-mover economy framework, analyzing relevant theoretical foundations regarding the first-mover economy, mechanisms of product popularity formation, brand loyalty, and consumer relationship management. It explores psychological shifts among consumers during product popularity decline, manifestations of declining brand loyalty, and influencing factors. Furthermore, the research identifies key drivers of weakened brand loyalty-including insufficient product innovation, short-term marketing strategies, suboptimal consumer experiences, and inadequate customer relationship maintenance. Based on these findings, the study proposes a maintenance strategy encompassing establishing sustainable innovation mechanisms, enhancing consumer engagement, improving membership management systems, leveraging digital technologies for CRM optimization, and developing value-driven long-term communication frameworks. The conclusion emphasizes that enterprises should move beyond relying solely on initial product momentum to attract consumers, instead prioritizing sustained value creation and relationship management to transform short-term market focus into enduring brand assets, thereby achieving sustainable brand development within the first-mover economy context.

Keywords

First-Release Economy; New Product Launch; Brand Loyalty; Relationship Management

References

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