Shariah observation advertising practices of Bank Muamalat in Malaysia
Purpose – The purpose of this paper is to assess the existing advertising practices in Malaysia and their compliance with the Shariah (Islamic Law). Design/methodology/approach – Using descriptive observations, the promotional tools and practices used by the prominent conventional banks were comp...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing Group
2010
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/3551/1/Shariah_observation_advertising_practices_of_Bank_Muamalat_in_Malaysia.pdf |
| _version_ | 1825644436546125824 |
|---|---|
| author | Haque, A. K. M. Ahasanul Mohd. Israil, Khaliq Ahmad Irfath Jahan, Syeada |
| author_facet | Haque, A. K. M. Ahasanul Mohd. Israil, Khaliq Ahmad Irfath Jahan, Syeada |
| author_sort | Haque, A. K. M. Ahasanul |
| collection | IIUM |
| description | Purpose – The purpose of this paper is to assess the existing advertising practices in Malaysia and
their compliance with the Shariah (Islamic Law).
Design/methodology/approach – Using descriptive observations, the promotional tools and
practices used by the prominent conventional banks were compared to those used by the Islamic banks.
A total of 40 different advertisements were assessed as well as staff and personnel from 30 branches
were interviewed.
Findings – The paper reveals that customers remain unaware of the Islamic banks’ products.
Shariah-based promotions will help increase customer awareness of these banks and their offerings.
Research limitations/implications – Future research on Shariah-based promotions and advertising
will improve banks’ effectiveness and help position themas rolemodels for other advertisers, both Islamic
and non-Islamic.The producers of Islamic advertisements need to apply precise screening procedures that
ensure the delivery of their message through Shariah-compliant methods.
Originality/value – The paper contributes to research through improving understanding of the main
issues relating to the effect of advertising practices in Islamic societies. |
| first_indexed | 2024-03-05T22:32:47Z |
| format | Article |
| id | oai:generic.eprints.org:3551 |
| institution | International Islamic University Malaysia |
| language | English |
| last_indexed | 2024-03-05T22:32:47Z |
| publishDate | 2010 |
| publisher | Emerald Publishing Group |
| record_format | dspace |
| spelling | oai:generic.eprints.org:35512011-09-28T01:04:23Z http://irep.iium.edu.my/3551/ Shariah observation advertising practices of Bank Muamalat in Malaysia Haque, A. K. M. Ahasanul Mohd. Israil, Khaliq Ahmad Irfath Jahan, Syeada HF5801 Advertising HJ Public Finance Purpose – The purpose of this paper is to assess the existing advertising practices in Malaysia and their compliance with the Shariah (Islamic Law). Design/methodology/approach – Using descriptive observations, the promotional tools and practices used by the prominent conventional banks were compared to those used by the Islamic banks. A total of 40 different advertisements were assessed as well as staff and personnel from 30 branches were interviewed. Findings – The paper reveals that customers remain unaware of the Islamic banks’ products. Shariah-based promotions will help increase customer awareness of these banks and their offerings. Research limitations/implications – Future research on Shariah-based promotions and advertising will improve banks’ effectiveness and help position themas rolemodels for other advertisers, both Islamic and non-Islamic.The producers of Islamic advertisements need to apply precise screening procedures that ensure the delivery of their message through Shariah-compliant methods. Originality/value – The paper contributes to research through improving understanding of the main issues relating to the effect of advertising practices in Islamic societies. Emerald Publishing Group 2010-11-08 Article PeerReviewed application/pdf en http://irep.iium.edu.my/3551/1/Shariah_observation_advertising_practices_of_Bank_Muamalat_in_Malaysia.pdf Haque, A. K. M. Ahasanul and Mohd. Israil, Khaliq Ahmad and Irfath Jahan, Syeada (2010) Shariah observation advertising practices of Bank Muamalat in Malaysia. Journal of Islamic Marketing, 1 (1). pp. 70-77. ISSN 1759-0833 http://www.emeraldinsight.com/journals.htm?articleid=1852723&show=html DOI :10.1108/17590831011026240 |
| spellingShingle | HF5801 Advertising HJ Public Finance Haque, A. K. M. Ahasanul Mohd. Israil, Khaliq Ahmad Irfath Jahan, Syeada Shariah observation advertising practices of Bank Muamalat in Malaysia |
| title | Shariah observation advertising practices of Bank Muamalat in Malaysia |
| title_full | Shariah observation advertising practices of Bank Muamalat in Malaysia |
| title_fullStr | Shariah observation advertising practices of Bank Muamalat in Malaysia |
| title_full_unstemmed | Shariah observation advertising practices of Bank Muamalat in Malaysia |
| title_short | Shariah observation advertising practices of Bank Muamalat in Malaysia |
| title_sort | shariah observation advertising practices of bank muamalat in malaysia |
| topic | HF5801 Advertising HJ Public Finance |
| url | http://irep.iium.edu.my/3551/1/Shariah_observation_advertising_practices_of_Bank_Muamalat_in_Malaysia.pdf |
| work_keys_str_mv | AT haqueakmahasanul shariahobservationadvertisingpracticesofbankmuamalatinmalaysia AT mohdisrailkhaliqahmad shariahobservationadvertisingpracticesofbankmuamalatinmalaysia AT irfathjahansyeada shariahobservationadvertisingpracticesofbankmuamalatinmalaysia |