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1۔ زبان اور نئے بیانئے کی تشکیل کا مسئلہ

زبان اور نئے بیانئے کی تشکیل کا مسئلہ

ڈاکٹر صلاح الدین درویش

کہا جاتا ہے کہ انسان کی سب سے عظیم ترین دریافت زبان ہے جو کبھی تصویر کی صورت میں ہوا کرتی تھی،پھر تقریر کی صورت میں ترقی کرتی چلی گئی اور آخر میں تحریر کے فن نے زبان کے ذریعے انسانی عزم و ہمت کی طویل ترین تاریخ کو محفوظ بنانا شروع کر دیا۔یہی زبان قبائلی ،قومی اور ریاستی سطح پر وحدت کی علامت بننے کے ساتھ سیاسی، سماجی اور معاشی رابطہ کاری کے عمل کے ذریعے ان سب کے درمیان فکری روابط کو مؤثر بنانے کا باعث بنتی چلی گئی۔زبان کی اِس فکری بنیاد نے علوم کے مختلف شعبون میں مباحث و نظریات کے متنوع دفاتر کے انبار لگا دیے۔ علم کے ہر شعبے نے مختلف علوم کے دیگر مباحث و نظریات سے اِسی زبان ہی کے طفیل استفادہ کیا۔ یوں تمام علوم کے درمیان زبان ایک مضبوط ترین پُل کی صورت اختیار کرتی چلی گئی۔اِس حوالے سے زبان کی تاریخ کو بیان کرنا اِس مضمون کا مقصود نہیں ہے۔ ماہرینِ لسانیات اور اینتھراپالوجسٹ(Anthrapologist) اپنے بہترین تحقیقی مقالے دنیا کے سامنے پیش کر چکے ہیں۔ اِس مضمون میں صرف زبان کے ثقافتی مضمرات سے بحث کی جائے گی۔

ثقافت کسی قوم کے تمدنی اظہارات کا نام ہے۔ جس میں رسوم و رواج، میلے ٹھیلے،مذہبی عبادات کے طریقے،ادب و شعر کی دنیا، فنونِ لطیفہ،نشست و طعام کا سلیقہ، رہن سہن، آرائش و زیبائش کا ذوق، لباس، گھرداری سے لے کر کاروبار اور گلیوں محلّوں میں بسر ہونے والی زندگی کا مخصوص انداز سب شامل ہے۔ طبقاتی تنوع بھی اِسی ثقافت کے مختلف رنگوں کا اظہار ہوتا ہے۔ یہی اُصول شہری و دیہی زندگی میں ثقافت کے فرق کو بھی نمایاں کرتا چلا جاتا ہے۔ شہری...

The Influence of Theory of Planned Behavior and Technology Acceptance Models on Behavioral Intentions in Online Grocery Shopping in Pekanbaru City

This study was carried out to investigate the impact of integrating two theories on consumer behavior, namely the Theory of Planned Behavior (TPB) and Technology Acceptance Models (TAM), on the consumer behavior intention in online food shopping in the city of Pekanbaru. A descriptive quantitative method was employed in this research, utilizing purposive sampling techniques. The study involved 174 female respondents aged 18 and above, residing in the city of Pekanbaru, who had previously engaged in online food shopping. The analysis of data was performed utilizing the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach. The results indicated that both the perceived usefulness (PU) and perceived ease of use have a notable impact on attitude (ATT). Furthermore, behavioral intention was significantly influenced by attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). The originality of this study resides in combining the Theory of Planned Behavior (TPB) and Technology Acceptance Models (TAM) within the specific context of online food shopping in the city of Pekanbaru. This study is expected to contribute to the field of consumer behavior, especially the behavior of consumers in Pekanbaru regarding online food shopping.

Impact of Drug Advertising on Brand Equity: Evidence from an Emerging Market

Pharmaceutical industry has experienced tremendous growth and increased drug brand competition in recent years. Drug brand advertising is an imperative and key marketing tool used for the success of drug brands. Recent trend of increased use of drug advertising to build drug brands has received considerable attention of practitioners, academics and regulatory authorities. Therefore, investigation of the impact of drug advertising on brand equity has become a critical concern. While the impact of advertising on brand equity has been explored in few consumer goods sectors, the concept of brand equity is relatively less explored for drug brands. Using physicians and consumers’ sub-samples, this study objective is therefore to employ both quantitative (questionnaire) and qualitative (interview) research designs and methodology to examine the link between drug advertising and drug brand equity dimensions and overall brand equity. Results from structural equation modeling of questionnaire and thematic analyses of interview data reveal a positive and significant impact of drug advertising on drug brand equity dimensions and overall brand equity.Brand equity dimensions exhibit partial mediation for consumers’ sub-sample and full mediation for physicians’ sub-sample. Drug brand equity is achieved if drug advertising successfully targets brand awareness, perceived quality and loyalty. Drug advertising appears to influence brand awareness that leads to perceived brand quality and drug brand loyalty, ultimately impacting the overall drug brand equity. Results in the study indicate significant differences across demographic and drug brand categories. Taken together, outcome in the study suggest key role of drug brand advertising in building drug brand equity. Theoretically, the study contributes by highlighting the mediating role of brand equity dimensions in influencing drug brand equity. The study also has important implications for practitioners in devising their advertising strategies for various drug brand categories, and for regulators in providing useful insights in further strengthening of future drug brand regulation
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