اتجاهات جديدة في نثر شوقي، دراسة موضوعية

Ahmad sh┤qi is acknowledged as king of the modern Arabic poetry for his a lot of contribution towards it. He compiled the poetry in new poetical style and introduced several varieties in which he is awarded the title of “King of the Poetry”. Beside these attempts he contributed to the contemporary prosaic arts like; novels, dramas, anecdotes, dialogues, biography, social and political issues, which is somehow appreciated by a group of writers and condemned by another for some reasons. His prose did not gain the status as compared to his status in poetry. Many aspects of his prose were analytically discussed by the scholars but the thematic trend in his prose – according to my knowledge- is not taken in research. This article focused on the issue in research with the descriptive manner and the above mentioned themes are analyzed. Wherever, there is failure occurred in the prose that is pointed out and criticized. Adding more, the literary features which saved the prose from decline somehow are put in. This research will meet the deficiency we examined in the books written down about his prosaic literature. This will also open a new door for new researchers to take the themes and extend it further.

Sponsorship and Marketing Objectives: Role of Success of Event and Corporate Image in Event Sponsorship, Study of Medium and Large Size National and Multinational Companies in Pakistan

“Sponsorship and marketing objectives: Role of success of event and corporate image in event sponsorship”. Study of medium and large size National and Multinational Companies in Pakistan”. This study aims to investigate the impact of sponsorship to achieve marketing objectives mediated by event success and moderated by sponsor’s corporate image in event sponsorship perspective. For the purpose of this study, holistic model “Event Sponsorship Success” has been suggested. Six constructs i.e., Sponsor Event Fit, Target Market Fit, Sponsor Leverage and Activation, Sponsor’s Senior Management Involvement, Integrated Event Marketing and Mutual understanding between Sponsor and Sponsee were considered in this research. The outcome related to sponsorship has been measured with the construct “Sponsorship Effectiveness” with three sub factors i.e. Brand Image, Brand Loyalty and Sale Objectives. Outcome related to Event management has been measured with the construct “Event Success”. Study was conducted through self-administered questionnaires, where response of 165 event attendees in pilot study and 385 in main study based on convenience sampling methodology in view of nature of study were tested. Structural Equation Modeling was used and data was analyzed with the help of SPSS version 22, EViews7 and AMOS 22. Confirmatory factor analysis (CFA) along with case studies the instrument was tested for validity and reliability and refined for main study. This study confirms significant relationship between sponsor and event (Sponsee) on- site techniques and other activities in event management perspective, which positively contribute towards the effectiveness of sponsorship and event success.- This research opens academic dialogue on various aspects of event sponsorship and makes useful contribution and guidance for sponsorship and event management organizations in Pakistan to work for mutual benefits i.e. the effectiveness of sponsorship and success of event. Since the survey was conducted in few cities in Pakistan, therefore results of the study can only be generalized in Pakistan. This research also provides enough guidance to explore new subjects / fields and avenues related to sponsorship and event management for future researchers.