The research aims to develop a multi-dimensional scale that focuses on retail brand experience and its measurement. It has been seen that online brand communities have failed to maintain the quality of the consumer engagements, and it has impacted the overall profitability of the brands. Therefore, implementation of a scale is necessary to measure the overall level of engagement. Overall, it will also help the brand to improve their strategic outcomes. Along with that, overall quality of the online brand community engagement and quality of consumer interaction will also get improved

Online Brand experience, satisfaction, loyalty, Amazon, scale development