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/ http://irep.iium.edu.my/3551/ http://irep.iium.edu.my/3551/ http://irep.iium.edu.my/3551/1/Shariah_observation_advertising_practices_of_Bank_Muamalat_in_Malaysia.pdf |
| Summary: | 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. |
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