Actor Brad Pitt endorsing a men’s cologne brand.
Definition
An endorsement is the overt and explicit support for goods or services, usually from an individual or organization (e.g. a celebrity, an expert, an authority figure or a consumer) speaking about the brand on behalf of the marketer.
References
- Doyle, Charles. A Dictionary of Marketing (Oxford Quick Reference).
- Govoni, Norman A.P. Dictionary of Marketing Communications, SAGE Publications.
- Common Language in Marketing Project, 2021.