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This chapter analyses the presence of Russian feminists and female LGBTIQ+ activists within US-American mainstream media. In the course of a multimedia discourse analysis, it briefly raises questions of who becomes featured and how, to argue that current debates marginalise Russian queer female, trans*gender and intersex voices, compared to those of male queers. One exception to this trend is the case of the journalist and activist Masha Gessen. Together with Nadya Tolokonnikova of the protest group Pussy Riot, Gessen seems to represent Russian queers and feminists within US media. Although marginal, compared to the presence of US feminisms, especially popular culture figures such as Beyoncé Knowles-Carter or Lady Gaga, the two women become frequently featured within US news media and beyond. Frequently, those articles, interviews and discussions of their work open up a debate, or rather comparisons, between US values and Russian values, questions of modernity, progress and civilisation. Equally often, the female Russian dissidents are pictured as ‘Putin’s victims’ – the female versions of David fighting against Goliath – by focussing especially on their physical vulnerability and their female bodies. In this vein, feminism is constructed as inherently ‘Western’, while the bodies that carry out such feminisms and most of all their country of origin is entirely ‘othered’. Comparing the (self-)representations to other voices of female Russian dissent within US media, the author critically discuss the Western gaze of US mainstream media, its victimising strategies and homonationalistic construction of US identity and US nation in rejection of a ‘backward’ homophobic Russia.

This research paper aims to examine consumers' perceptions and behaviours towards “pre-loved luxury fashion products” and focusses on analysing the moderating influence of consumers' attitude strength. Additionally, it investigates the impact of desirability in sustainable luxury experiences (LEs) on consumers' purchase intentions (PIs). The study draws inspiration from the Norm Activation Model theory and operationalises attitude strength using the Elaboration Likelihood Model theory.

Purposive sampling technique was employed to collect 317 useable samples from respondents who had previously purchased or intended to purchase pre-loved luxury fashion goods. SPSS and AMOS version 25 was used for data analysis.

The findings reveal that consumers' environmental concern influences their intention to purchase pre-loved luxury fashion products. Furthermore, sustainable LE acts as a significant mediator in this relationship. The study also demonstrates that the intention to purchase pre-loved luxury fashion products is strengthened when consumers possess a strong attitude towards them.

Luxury marketers can strategise accordingly to motivate consumers to purchase pre-loved luxury fashion products by resonating with their cultural correlates through persuasive advertising to favourably affirm their attitude towards pre-loved luxury fashion products.

This study contributes to the literature by addressing the unresolved area of PIs for pre-loved luxury fashion products, considering the moderating role of attitude strength in emerging markets. It highlights the significance of advocating and promoting pre-loved luxury fashion products and provides valuable insights for luxury marketers.

Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity’s brand personality? This study aims to investigate the antecedents of celebrity–product degree of fit and willingness to pay (WTP)/make a donation in different scenarios. The manipulation of the scenarios aims to capture the role of celebrity attributes, perceived personality profiles, product involvement and acceptance of social causes.

In total, 335 respondents answered an online questionnaire with a factorial plan corresponding to 20 different matching scenarios: five celebrities/perceived personalities (Emma Watson, Jennifer Lawrence, Kim Kardashian, Natalie Portman and Scarlet Johansson) × four types of branding scenarios (a lipstick for low involvement; a watch for high involvement; an eco-foundation for “high social acceptance” and vodka for “low social acceptance/controversial”).

Scarlett Johansson obtained the highest degree of fit, both for launching her own brand of lipstick or a watch. Kim Kardashian had the best degree of fit for launching her own vodka brand, while Emma Watson’s attributes confirmed that she would be seen as the ideal founder of an eco-foundation. Significant predictors of WTP/make a donation were assessed by multiple linear regression for each type of product.

The paper provides recommendations that may help guide celebrity brand managers through the celebrity–product matching process.

Celebrity branding in relation to social causes is also discussed in this paper.

This study explores a gap found in the literature as it explores the product match-up hypotheses within a celebrity branding context and moreover extends this investigation to social causes and products with different degrees of involvement and social acceptance.

The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers.

The paper is part of a wider tradition of returning to qualitative methods when research based on existing theories offers only partial or little support for them. In total, 16 females participated in the study, which utilised a range of projective techniques, including picture association. For the latter, participants were exposed first to advertisements for two leading perfumes alone and then these advertisements incorporating four contrasting celebrity endorsers. Associations and reactions to the advertisements with and without celebrity endorsers were compared.

The analysis identifies that celebrity endorsers may have a significant impact on the perceived target market for a product, highlighting their potential role in repositioning a brand. However, the celebrity may crowd out the endorsed product. The role of personal liking is critical, although this is ignored in existing source models of celebrity endorsement.

The application of projective techniques demonstrates their usefulness in capturing responses to celebrity endorsements. The paper uncovers some of the reasons why previous research has generated results that only partially support the existing main theoretical frameworks.

The purpose of this paper is to share the experiences and reflections of a peer support worker over the course of a day working in mental health services.

A narrative approach has been taken to structure reflections based on the experience of returning to work after taking sick leave.

Reflections are offered based on the process of returning to work and the way that this experience sheds light on personal recovery.

This paper adds to the small number of accounts of the experiences of peer support working in mental health services and as such is highly original.

The purpose of this paper is to provide an insight into a day in the life of a peer support worker (PSW).

Narrative account of a visit written from the perspective of a PSW.

Reflective account, no findings presented.

An original viewpoint from the perspective of a PSW in a one-to-one setting, very little has previously been published using this approach.

The purpose of this paper is to describe the experience of being a peer support worker by drawing reflections from a working day.

This is a reflexive account of a person experience written from the peer support worker’s own perspective.

Reflections focus on the “non-directive” element of peer support and the danger of making assumptions when supporting others and working with staff.

While the research evidence for peer support continues to grow, there are few first person accounts of the experience of peer support working.

The purpose of this paper is to provide an insight into a day in the life of a peer support worker.

Narrative account and analysis of the boundary challenges and “boundary issues” raised by work with a client.

Reflective account, no findings presented.

An original viewpoint on the challenges and “boundary issues” raised in the work of a peer support worker.