Validation of Brand Ambassador's Reliability by Beltramini's Scale: A Study in Indian Automotive Battery Industry

The current study concentrates on the brand ambassador's impact on a certain product over the consumers based on several parameters. More specifically, the study intends to test a brand ambassador's reliability in the Indian automotive battery industry using the validation of Beltramini Scale. The attitudinal change of consumer behaviour, while looking at a particular brand endorser, can be measured by the 10 parameters of the Beltramini Scale. In the Indian perspective, a brand ambassador plays a major role in delivering the product's actual image, but the portrayal of brand ambassador always does not help to transform his/her attributes into the products. To justify this myth, the study focuses on the battery industry and its brand ambassador trustworthiness towards the pan-Indian consumers. This study was carried out using a probabilistic approach, with a respondent size of 350 individuals and fictitious ads as stimuli across several vehicle service centers in India. With the help of correlation and factor analysis, including the confirmatory factor analysis, the results are obtained. The outcomes appear alarming, especially the brand ambassador's impact and positivity on a battery brand when a customer goes to purchase it.