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سید محسن الحکیم

سید محسن الحکیم
یہ سطریں زیر تحریر تھیں کہ عراق کے مجتہد اعظم آقائے سید محسن الحکیم کی وفات کی خبر ملی، وہ شیعوں کے سب سے بڑے مذہبی پیشوا اور اعلم کے منصب جلیل پر فائز تھے، مذہبی امور میں ان کا فیصلہ حرف آخر کا حکم رکھتا تھا، جس کے سامنے پوری شیعی دنیا سرتسلیم خم کرتی تھی، علمی حیثیت سے وہ دنیائے اسلام کے نامور علماء میں تھے اور سنیوں میں بھی عزت و احترام کی نظر سے دیکھے جاتے تھے، انھوں نے اپنے فرقہ کی بڑی مفید علمی و دینی خدمات انجام دی ہیں، اسی کے ساتھ وہ اتحاد اسلامی کے بھی قائل تھے اور شیعہ سنی اختلاف کو ناپسند کرتے تھے، اﷲ تعالیٰ ان کو اپنی رحمت و مغفرت سے سرفراز فرمائے۔
سنیوں کے یہاں اس قسم کا کوئی منصب نہیں ہے، جس کو پوری سنی دنیا ماننے پر مجبور ہو، اس کانتیجہ یہ ہے کہ ان میں ہر شخص مجتہد ہے اور جن کو نہ صرف دینی علوم سے کوئی واقفیت نہیں بلکہ مذہب سے بھی عملاً کوئی علاقہ نہیں، ان کو بھی اجتہاد کا دعویٰ ہے، چنانچہ آج کل ایسے بہت سے مجتہد اور مفسر قرآن ملیں گے جو عربی کی ابجد سے بھی واقف نہیں، ان کام یہ ہے کہ جو نیا قالب نظر آئے اسلام کو اس میں ڈھالنے کی کوشش کریں، ان کے اجتہاد کے عجیب و غریب نمونے آئے دن نظر آتے رہتے ہیں، اور اس تخریب کا نام انھوں نے اسلامی خدمت رکھا ہے، شیعوں کے نظام میں اگرچہ تنگی ہے، لیکن مذہبی ضبط و نظام کے نقطۂ نظر سے بہت مفید ہے۔ (شاہ معین الدین ندوی، جون ۱۹۷۰ء)

 

سیرت النبی اور ذرائع ابلاغ

"The word "Ablagh" means to convey, to transfer, to communicate the term "Tableegh "is derived from this word. In the Holy Quran the words like "Tableegh" "Da’wa" "Inzar" and "Tabsheer" have been used for communication purpose. "Tableegh" means to persuade someone for the good deeds and prohibit him from the bad forbidden things. Tableegh is a process in which someone is invited sincerely towards an noble cause. In the Holy Quran Tableegh has been declared "Farz"(something which all the followers are supposed to do as binding) for all the Muslims. In the modern era the ways of communication are enormous and varied. The most important are the electronic and print media. Television, computer and radio, on the one hand and books, magazines and the newspapers on the other hand, play their respective role. Recently internet has emerged as the most important organ to address the people. Hence these current modes of communication should be reviewed according to the Seerah ofthe Holy Prophet (P. B. U. H) .

Impact of celebrity Endorsement, Advertisement and Sales Promotion on Brand Equity: Mediating Effect of Brand Image

In present scenario, customers are well aware about the price and feature of all the substitute of a product. They have more awareness, more accessibility to the various brands in market. Generic competition among the products has made the competition tougher. The aim of this work is to understand the effect of optimum brand promotional activities to improve brand equity. Students enrolled in university in faculty of management sciences were considered as target population. Respondents were selected on the basis of non-probability convenience based sampling technique. A survey questionnaire was conducted. The number of respondents was 273 which were included in the study. Reliability test, descriptive analysis, factor analysis and regression analysis used for data interpretation. SPSS 20 version software was used for data analysis. It is concluded from the study that celebrity endorsement, advertisement and sales promotion have significant effect on brand image, brand awareness, brand association, brand loyalty and perceived quality. Brand image has significant positive effect on brand awareness, brand association, perceived quality and brand loyalty. It is further evident that brand image has partial mediating effect on brand awareness, brand association and brand loyalty through advertisement, celebrity endorsement and sales promotions. Brand image has mediating effect on perceived quality through celebrity endorsement, advertisement and sales promotion. The results of this study will help out the brand managers and marketing managers in beverage industry for designing and launching the promotional mix. The study has been conducted in only one metropolitan city of Pakistan. Respondents may be different in different cities due to their change in life style and preferences. Future researchers can conduct the same study in different cities or at national level.
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