Why customers won't relate: Obstacles to relationship marketing engagement

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Consumer engagement in a virtual brand community: An exploratory analysis (2013, background): “” Similarly, Ashley et al. (2011) suggest relationship marketing theory as the broader conceptual lens through which to examine customer engagement. Further, from a service-dominant (S–D) logic perspective, Vargo (2009) refers to this notion as “a transcending view of relationships,”which contrasts ”
Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness (2019, background): “…one to confirm that trust in a given brand is generally higher among members of the brand’s loyalty program relative to non-members (consistent with Ashley et al. 2011; Chaudhuri and Holbrook 2001; García Gómez, Gutiérrez Arranz, and Gutiérrez Cillán 2006); the other to assess whether the sidebar…”
Loyalty program effectiveness: Theoretical reviews and practical proofs (2020, background): “Some scholars such as Ashley et al. (2011) found that some customers prefer loyalty programs that are easily accessed and used.”
Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions (2020, background): “To do so, they may also plan and offer brand-relationship programs, such as rewards and loyalty programs, just as suggested by few others for different brands (Ashley et al., 2011; Van Doorn et al., 2010).”