Celebrity endorsement is when a businesses of any size uses a celebrity to help promote their brand or product, or service.
In other words it is when a widely loved sports person, actor, musician, Pastor etc endorses a product/service
Purpose is to reach a greater audience, represented by the celebrity’s fan/follower base.
Endorsements can take the form of giving expert opinion, being a spokesperson or model for a product, or simply being associated with a brand or mentioning it
Endorsement happens over traditional channels (TV & Radio commercials, Jingles , print ads), digital channels & other channels e.g. putting up branded apparel, event activations etc
It can be explicit or implicit endorsement (they use the product vs celebrity in the image of the brand).
Note to all – Celebrity endorsement vs Celebrity marketing are different – Marketing the Messi brand vs Messi endorsing the Adidas Brand