Tall Buildings in Urban Context: Planning Indicators for Tall Buildings in the Urban Context

تعتبر الابنية العالية من مميزات المدن العالمية، اذ تعبر عن قوتها الاقتصادية وتعطيها رمزية تميزها على الصعيد المحلي والعالمي، اذ تخلق الابنية العالية مدن مستدامة وجاذبة للعيش والعمل ومزدهرة إذا ما خططت وصممت بشكل جيد، اذ يصل تاثيرها على السياق المجاور لها وفي بعض الاحيان على المدينة ككل، لذلك كان لابد من دراسة المؤشرات التخطيطية للابنية العالية في السياق الحضري. على وفق ذلك اعتمد البحث كمحور عام مفهوم الابنية العالية في السياق الحضري ، وقد تعددت الجوانب التخطيطية للابنية العالية بصورة عامة مع تنوع وتعدد التوجهات المعاصرة, واهتم البحث بالابنية العالية المفردة في السياق الحضري كمحور خاص, اذ تم استعراض العديد من الدراسات بهدف تحديد الفجوة المعرفية التي ادت الى بروز عدة مشاكل بحثية من حيث تعدد وتنوع الجوانب التخطيطية, , وبذلك تبلورت مشكلة البحث التي ركزت على اكثر النواحي نقصاً في الدراسات السابقة والمتمثلة قصور المعرفة المنظمة الشاملة للمؤشرات التخطيطية الخاصة بعلاقة الابنية العالية المفردة مع السياق الحضري وبما يرتبط بالواقع المحلي, وبذلك تحدد هدف البحث بطرح المعرفة الشاملة الاكثر تنظيماً  ووضوحاً للمؤشرات التخطيطية للابنية العالية المفردة في السياق الحضري وبما يرتبط بالواقع المحلي على وجه الخصوص, وقد استوجب تحقيق هذا الهدف اعتماد منهج تحليلي وصفي للدراسات والتجارب التطبيقية المرتبطة بالموضوع ضمن هيكل تسلسل بخطوات اساسية للبحث, تمثلت الخطوة الاولى ببناء اطار نظري شامل يعرف الابنية العالية المفردة في السياق الحضري , و تبلور في مفردتين اساسية هي: مقومات الابنية العالية, الجوانب التخطيطية للابنية العالية في السياق الحضري . وركزت الخطوة الثانية على تطبيق مفردات الإطار النظري على نماذج منتخبة من المشاريع المحلية، ومن ثم تحليل نتائج الدراسة العملية ومناقشتها، ليتم بعدها طرح الاستنتاجات النهائية.The tall buildings play an important role in giving a distinctive image for the city. It is one of the most important features of the big cities, as it enhances its value and reflects its urban economic and technological development, as well as the city's image for the local and the international levels. If they have been designed and planned well in its urban context. The tall buildings contribute to create a vibrant, prosperous, sustainable and attractive city for living and working, farther more optimize the energy and land use, providing public spaces, streets and spaces of social interaction as well as employing high technology, especially in infrastructure. The research adopted the tall buildings in the urban context as a general concept. The multiple contemporary trends of planning considerations for tall buildings in the urban context and the lack of a comprehensive picture resulted the special concept of the search "Tall buildings in the urban context ". Which was done by reviewing several international, Arabic and local studies for identifying the knowledge gap that led to the emergence of a research problem in terms of the multiplicity and diversity of planning aspects. Most of the international studies indicated them in general and selective, while the thesis was implicit and unclear in the Arab studies, and there were lack in local studies. The research problem, which focused on the most critical aspects of the previous studies, was characterized by the lack of comprehensive knowledge of the planning and designing indicators of the tall buildings relationship with the urban context and the local reality. For that objective goal of the research determined to provide the most comprehensive and clear knowledge of the planning and designing indicators of tall buildings in the urban context and in particular the local reality. The achievement of this goal necessitated the adoption of a descriptive analytical approach to the relevant studies and practical experiments within the structure of a sequence of basic steps for research. The first step was to construct a comprehensive theoretical framework that defines tall buildings in urban context. That resulted three aspects: general analytical aspects of tall buildings, planning considerations for tall buildings in the urban context، the second step focused on applying the concepts of the theoretical framework to selected models of local projects and analyzed them then discussion the results of the practical study, after that presenting the conclusions of the application within the local reality

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Empirical Study of the Impact of Brand Name on Market Performance through Sustainable Competitive Advantage and Brand Loyalty as Moderator in Pakistani Context

This research examined the impact of sustainability based marketing asset (e.g., brand name) on market performance through the sustainable competitive advantage and with the moderating effect of brand loyalty. The data was collected from 360 respondents who were customers of hotels/restaurants, on likert scale from 1= strongly disagree to 5 = strongly agree that was used to empirically test the hypotheses. Primarily the current research is carried out to know the relationship among the brand name, brand loyalty, sustainable competitive advantage and market performance in Pakistani hotel/restaurants industry. The current research is conducted through questionnaire-based survey from individuals who were the customers of hotel/restaurants in Pakistan. Structural equation modeling technique is adopted through AMOS version 23. The results of the research show that sustainable competitive advantage partially mediates the relationship between brand name and market performance and brand loyalty moderates the relationship between sustainable competitive advantage and market performance. The results of this research are beneficial for the service industry and help the marketers in formulating their marketing strategies to attract the more and more customers toward service industry. In addition, according to researcher knowledge sustainable competitive advantage was not studied as a mediator between sustainability-based marketing asset (e.g., brand name) and market performance and brand loyalty as a moderator between sustainable competitive advantage and market performance before this study

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