النزاهة من فن البديع المعنوي بين التعريف والتطبيق

The variety and difference in natural capabilities of a nation can be observed in their conversational skills. If the mental level of an individual has properly grown up, his power of expression, vocabulary and style of reasoning will be defiantly of high standard as compared to a common man. Similarly, when these skills get a literary shape it become more standardized. “Al Nazaha” is the art of the speech having similarity with satire (هجو )to a level but is different in many aspects with respect to its application, such as purification of plebian words )كالم سوقيانه, )reformative critical outlook and broad thinking etc. This article deals with the art of speech )النزاهة )its introduction and utilization in the Arabic and Islamic sources

Relationship Between Celebrity Endorsement & Consumer Purchase Intentions.

For the 21st Century marketing managers, the globalization has resulted in a fierce battle of the brands at the local and global levels. It has opened new brand investment avenues for the local and global brand advertising managers that are having both the promotional challenges and opportunities. The technological advancements and the rapidly growing mass media and communication systems are constantly providing the marketing managers with the massive opportunities to convey their voice to the targeted groups of customers in a most effective manner. For the same reasons the brand managers are always in search of devising the most effective advertising techniques through which they can easily and most effectively communicate with their target audiences. Celebrity endorsement technique is amongst one of them. Celebrities are the personal and social favorites having deeper influences over the life styles and consumption patterns of the social members. The current study has been conducted to examine the relationship between the super stars endorsements and the consumer purchase intention. As no substantially enough research work has been conducted with reference to the same subject matter and with special reference to the Khyber Pakhtunkhwa province. The data has been gathered through questionnaires by taking 790 respondents from the urban and sub urban areas of Khyber Pakhtunkhwa province of Pakistan through Simple Random Sampling technique. Male and female consumers both were contacted. Finally, the impacts of various determinants of celebrity endorsement models were checked through simple linear regression analysis with the consumer purchasing intention. As a result, positive relationship was found between the celebrity endorsements and the buying intention of the buyers. The study has described useful academic as well as managerial implications for both the local and global brand advertisers.