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dc.contributor.authorWigfield, Daniel
dc.date.accessioned2015-12-03T15:46:39Z
dc.date.available2015-12-03T15:46:39Z
dc.identifier.urihttp://hdl.handle.net/10464/7697
dc.description.abstractTournaments 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.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectBrand Association, Co-Branding, Tournament, Rep Hockey, Laddering Interviewsen_US
dc.titleBrand Associations of Minor Hockey Tournaments: Understanding the Rep Hockey Parents' Perspectiveen_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameM.A. Applied Health Sciencesen_US
dc.degree.levelMastersen_US
dc.contributor.departmentApplied Health Sciences Programen_US
dc.degree.disciplineFaculty of Applied Health Sciencesen_US
refterms.dateFOA2021-08-01T01:32:52Z


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