RHETORIC AND PERSUASIVE ADVERTISING: Role of Mental Imagery and Style of Processing ►Salma-Inès Daou and Amira Trabelsi-Zoghlami
The purpose of the present research paper is to examine the effect of advertising rhetoric on advertising persuasion process and explore the role of mental imagery and style of processing. Experiments were conducted involving a sample of 360 Tunisian students who were exposed to six advertising posters: for every rhetorical poster we made another different one which has not rhetoric content. Structural equations modeling were used by applying the maximum of likelihood method. Results highlight the moderator effect of style of processing as well as the significant effect of the interaction between the advertising rhetoric and mental imagery. A cluster and a discriminant analysis helped us better know about the specificities of our sample: three groups were identified. They are different depending on the level of their mental imagery. The effect on advertising persuasion process differs from one group to another.
THE IMPACT OF JOB STRESS ON THE JOB PERFORMANCE OF NURSES
► Fatima lahcen and Yachou Ait Yassine
This study aims to identify the impact of job stress on the job performance of the nurses working in the Jordanian public hospitals in city of Irbid, to investigate whether there is a relationship between job stress and job performance, and on check if there are any statistically significant discrepancies in the level of job stress attributed to the variable (gender, age, educational qualification, marital status, work experience, workplace). In order to achieve objectives of the study, a questionnaire has been designed and developed for the purpose of data collection, copies of this questionnaire were distributed to a sample of (306) individuals accounted for 50% of the study of the population of the study which equals to (612) nurses, the Statistical Package for Social Sciences (SPSS) has been used to analyze the questionnaire data, depending on the frequencies, percentages and averages, and Pearson correlation coefficient and regression analysis to test the validity of the model, the effect of the independent variable dimensions (job stress) on the independent variable dimensions (job performance), the test (T) was used as well. The study concluded a range of results, most notably: The job stress of the nurses working at the Jordanian public hospitals in the city of Irbid was of a moderate level. The job performance of the nurses working at the Jordanian public hospitals in the city of Irbid was of a high level. There is a statistically significant inverse relationship between job stress and job performance. There were no statistically significant discrepancies in the level of job stress attributed to the variable (gender, age, educational qualification, marital status, work experience, workplace).
Keywords: Job Stress, Job Performance, Jordanian Public Hospitals.
CONCEPTUAL AND STRUCTURAL DIFFERENCES BETWEEN CONVENTIONAL BONDS AND ISLAMIC SUKUK ►Shams Ud Din
Often times, Sukuk securities are described similar to conventional bonds. The financial press and mass media name Sukuk as Islamic Bonds. Sukūk structures are designed based on the purpose and conditions of financing needs and are not (as in conventional borrowing) general purpose borrowing. Therefore, sukūk is a financial instrument with complex characteristics. Considering conceptual characteristics and structural procedure of Sukuk, this paper investigates differences between conventional bonds and Islamic Sukuk. Moreover, the three instruments of the Sukuk contract (mushārakah, murābahah and ijārah) are carefully examined. This paper clarifies that Sukuk and conventional bonds are legally distinct and have different structures.
Keywords: Sukuk, Conventional Bonds, Islamic Capital market, Interest-Based Borrowing.