Two leaves from a Medieval breviary (prayer-book), c.1350-1400

The actual scripture quotations begin with blue and gold illuminated letters. Towards the end of each passage, there is a small red “R” that marks the “Response”. At the conclusion of the Response, the next lesson is announced. There are three lessons on these leaves. The first leaf begins with the word “Requiem” with the initial letter illuminated. The third lesson begins with the illuminated letter “M” on the word “Manus”. This passage is from the Book of Job, Chapter 10, verses 8-11 which reads: Your hands have formed me and fashioned me; will you then turn and destroy me? Oh, remember that you fashioned me from clay. Will you then bring me down to dust again? Did you not pour me out as milk, and thicken me like cheese? With skin and flesh you clothed me, with bones and sinews knit me together.

Brand Associations of Minor Hockey Tournaments: Understanding the Rep Hockey Parents' Perspective

Tournaments and other hockey-related activities have been calculated to be a significant driver of tourist dollars for many regions across Canada. The competition to attract teams to participate in tournaments, which benefit the tournament organizers and the communities in which they reside, is significant. Consequently, the purpose of the study was to assess the brand associations that representative (rep) minor hockey parents from Ontario’s Greater Golden Horseshoe Region perceive as relevant when considering ideal tournaments for their child to participate in. Brand associations have been classified as the attributes, benefits, or attitudes one uses to develop a perception of a product or service. To investigate the current study, 30 interviews were conducted using a laddering interview technique. Findings indicate that there are seven attributes and nine benefits that impact a tournament’s brand association including: competition, tournament operations, accommodations, bonding, fun, parity, and time management. The interrelationship between the identified attributes and benefits is discussed while recommendations and directions for future research are presented.