ڈاکٹر نصیر احمد اسد کی تصنیف’’ ارضِ اقبال آ فاقیت کے آ ئینے میں‘‘ کے مقالات جہاں ان کے تحقیقی ذوق کے آ ئینہ دار ہیں وہیں ان کی تنقیدی بصیرت کے بھی گواہ ہیں۔ انہوں نے بنیادی مآخذ سے استفادہ کرتے ہوئے زیر نظر موضوعات کا نہایت تفصیل کے ساتھ جائزہ لیا ہے ۔
ایک بہت بڑی خوبی جو ان مضامین میں از اوّل تا آ خر موجود ہے وہ یہ کہ اُنہوں نے محض مشاہیر ادب و تحقیق کی آ را اور فیصلوں کو نقل نہیں کیا بلکہ اپنا نقطہ نظر پیش کیا ہے۔ ان کا یہ طالب علمانہ انداز ان کے ان مضامین کو انفرادی رنگ کا حامل بناتا ہے۔ تاہم یہ کم خوبی کی بات نہیں کہ زیر نظر موضوع پر ریسرچ سکالرز کا اپنا نقطہ نظر سامنے آ تا ہے۔ان مضامین میں حواشی ،حوالہ جات اور تعلیقات کا خاص خیال رکھا گیا ہے۔ اس کے علاوہ مواد ، زبان و بیان اور پیش کش کے اعتبار سے یہ مضامین لائق مطالعہ اور قابلِ تحسین ہیں ۔
تحقیقی وتنقیدی دنیا میں ڈاکٹر نصیر احمد اسد پہلی بار ’’ارضِ اقبال آفاقیت کے آ ئینے میں‘‘ کے ساتھ داخل ہو رہا ہے۔ ان کی یہ تازہ کاری،ذوق و شوق اور سعی و کاوش خوش آئند ہے۔ان کے علمی انہماک اور وفور شوق کے باعث امید کی جا سکتی ہے کہ وہ آ ئندہ میدان ادب و تحقیق میں اپنے کام کے معیار کو مزید بلندیوں سے ہم کنار کریں گے۔
ڈاکٹر یوسف خشک
چئیر مین اکادمی ادبیات اسلام آباد ، پاکستان
ALLAH has created the mankind as a rational being. He created mankind and Jinns for His worship and He sent mankind upon Earth so that they inhabit it with the complicated tangle of faithfulness in God and yet do the worldly deeds. He will hold accountable each individual for what he did. This test would not remain valid if not accompanied with necessary freedom of action and belief. Freedom is actually bestowed upon mankind by God Himself and it will be totally wrong to maintain it as a modern achievement that came after western, or any other enlightenment. It is not that a human or a group of them or any constitution or charter can truly give or grant freedom. Most important of all this is freedom of Religion. There is no compulsion in Religion, 2: 256. The early Muslims remained steadfast to this principle in all of their Ghazvat and they granted freedom of religious belief to their subjects. Religious sites and houses of worship were safeguarded against any harm. Islam and religious freedom are not put together. The following article will examine the Issue of Freedom of Religion in Islam and will try to remove misunderstandings regarding the issue.
This research is focused on finding whether brand extension strategy can be used in this glocalized markets and what are the antecedents (Mediating and Moderating variables) of successful brand extension? Glocalization has become a serious concern for managers that they have to manage the global brands with local trends and local brands in the global trends. Brand extension is a strategy in which new products can be launched under existing brand name due to which multinational and local firms expects that their consumers will respond to the product either positively or negatively because they are already familiar of the existing brand name or the parent brand. Two actual real time brands one representing close extension and other an example of distance extension has been used in this research and the sample respondents have been selected in a way that it is a good representation of population. No such broad and empirical research on brand extension in Pakistani context has been carried out. The independent variables used in this study are (1) Consumer Perceived Brand Concept, (2) Brand Image (3) Brand loyalty (4) Brand Evangelist (5) Parent Brand Conviction (6) Perceived Risk of unknown (7) Marketing support (8) Parent Brand Experience (9) Consumer Perceived Fit and dependent variable was Successful brand extension evaluation. Self developed questionnaire with items adapted from various past studies was self administrated among the sample respondents by simple random sampling. For close (Sufi Frozen Food) extension 464 sample respondents filled questionnaire. For Distance (Guard Rice) extension 432 respondents filled out questionnaire. Questionnaire was distributed outside famous big retail grocery stores like Agha‟s , Naheed, Chaseup and Imtiaz store located in Clifton Schon Circle, Shaheed-e-Millat Road and KPT Interchange respectively. 27 hypotheses were formulated for Close and Distance extensions. Data screening was performed on the data collected like Missing values, Aberrant values, detecting outliers (Mahalanobis distance) from the respondents, Normality test and questionnaire reliability. Cronbach Alpha was taken out of 37 question items and instrument revealed reliability with score greater than 0.6. Hierarchical regression, Single Mediation, Multi mediation (Sobel Test, Preacher & Hayes test) and Moderation analysis were applied to test the hypotheses. After test run lot of new concepts have unfold which are important to know before one opts for brand extension strategy in the glocal market context. Results reveal previous parent brand image built does not affect the consumer evaluation and hence managers should not worry about the past positive or negative image while deciding to use brand extension strategy for close or distance extension for brand development. Perceived Risk of Unknown as moderator does not moderate the relationship between Brand Image and Success of Brand Extension Evaluation. It means that these days consumers in Pakistan are not worried to put their money on unknown brand.