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Shariah observation: advertising practices of Bank Muamalat in Malaysia

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 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 them as role models 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Shariah observation: advertising practices of Bank Muamalat in Malaysia

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1759-0833
DOI
10.1108/17590831011026240
Publisher site
See Article on Publisher Site

Abstract

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 them as role models 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.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Mar 26, 2010

Keywords: Advertising; Promotional methods; Islam; Banks; Malaysia

References