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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.

The purpose of this paper is to provide an insight into the day-to-day challenges and experiences of a peer support worker.

A reflective account of the experience of a first meeting with a peer, offering support through a series of difficult situations.

Reflections are offered on the importance of relationships and overcoming feelings of disillusionment with mental health services.

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.

In April 2011, Nottinghamshire NHS trust created ten substantive peer support worker (PSW) posts following from a pilot project the previous year. Having learnt some valuable lessons from the pilot project, taking on new roles in in-patient settings involved development and learning from everybody involved. The aim of this paper is to provide an insight into this experience from the perspective of the PSW themselves.

A personal narrative of the next stage of peer support is provided by a PSW employed by Nottingham NHS Trust. The learning journey, originally given as a presentation at Nottingham NHR Recovery demonstration day, is described in terms of the truths of peer support (PS).

The role of PSW requires constant questioning, facing dilemmas and challenging situations. The second year of PS was a time in which the PSWs met these dilemmas and found their own solutions. The process has not been entirely easy for PSWs, all of whom have had to face situations, care settings and people that demand an unwavering focus on recovery and a compassionate understanding of each other as a team. Although the year has delivered challenges to the PS team, the process of learning from these and growing as a team has been highly rewarding.

This is a unique personal reflection of the processes involved in developing a peer support relationship. This will be of interest to those planning to implement this process in the NHS or those who hope to work within a PS team.

The purpose of this paper is to share the lessons learnt during the implementation of a Peer Support Worker (PSW) pilot project within Child and Adolescent Mental Health Services (CAMHS). The project aimed to reduce the barriers experienced by young people and carers during the process of transition between child and Adult Mental Health Services (AMHS).

The paper combines reflections of staff, PSWs and trainers in order to share the lessons that may be taken from this project. This includes a rough guide for those hoping to employ PSWs to support transitions.

The PSWs provided the vehicle to support the process of transition by empowering young people and their carers to use their strengths to facilitate a hopeful and timely transition. Recommendations regarding support for peers, staff and the organisation during the process of training and employing peers are discussed.

The paper provides a purely reflective account of the pilot project. These reflections may provide guidance for others wishing to develop peer support positions within CAMHS so that an evidence base for the effectiveness of peer support within transitions may continue to grow.

Rotherham Doncaster and South Humber NHS Foundation Trust are the first NHS Trust in the UK to employ PSWs specifically to support transitions between CAMHS and AMHS. This paper builds on the work of Oldknow et al. (2014) to highlight the first attempts to use peer support to support transitions.