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This paper investigated the impact of the distance of the heating unit from the body in a multi-layered winter clothing system on effective thermal insulation and heating efficiency.

To identify changes in the thermal insulation and heating efficiency of electrical heating in different layers inside a winter clothing ensemble, a series of thermal manikin tests was conducted. A multi-layered winter ensemble with and without activation of a heating unit was tested on the thermal manikin under two different ambient temperature conditions (10°C and -5°C).

Results show that the effective thermal insulation of test ensembles increased by 5-7% with the activation of the heating unit compared to that without the activation. The closer the heating unit to the body, the higher the effective thermal insulation was in both ambient temperature conditions. This trend was more significant at lower ambient temperature.

The results of this study indicate that providing electric heating next to the skin is the most effective in increasing effective thermal insulation and decreasing body heat loss in both ambient temperature (-5°C and 10°C). This trend was more remarkable in colder environment at -5°C of ambient temperature as evidenced by sharp decrease in heating efficiency and effective thermal insulation with an increase in distance between the manikin skin and heating unit at -5°C of ambient temperature compared to at 10°C of ambient temperature.

Based on the results, it is expected that proximity heating next to the skin, in cold environment, may reduce the weight and size of the battery for the heating unit because of the higher efficiency of electric heating and the potentially immediate perception of warmth supported by the greatest increase in effective thermal insulation, as well as the lowest heat loss that comes with activation of heating on the first layer in cold environment.

The finding of this study provides guidelines to sportswear designers, textile scientists, sports enthusiasts, and civilians who consider electric heating benefits for improved thermal comfort and safety in cold environments, especially in the areas of outdoor and winter sports and in military service. The results of this study indicate that providing electric heating next to the skin is the most effective in increasing effective thermal insulation and decreasing body heat loss in both ambient temperature (-5°C and 10°C).

The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).

The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (n=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).

The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.

This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.

This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of future university marketing changes to address this vital and urgent concern.

This study deployed an explorative qualitative design and data collected through interviews (n, 20) with prospective international students.

The study identified four main themes: mode of class operation, that is, the balance between online/offline/hybrid modes of course delivery; enhanced level of flexibility in terms of both visa regulations and financial aid; strategic use of social media and virtual tools to connect with and impress the international student community; and evidence of digitalization and experiential learning.

This study has many theoretical and managerial implications. As international students perceive COVID-19 as an under-researched theme in the higher education market, the study’s outcome helps understand the grey areas of expectation versus reality in higher education marketing.

This research offers a new perspective from the demand side on higher education marketing strategies amid COVID-19.