Shariah observation: advertising practices of Bank Muamalat in Malaysia
The purpose of this paper is to assess the existing advertising practices in Malaysia and their compliance with the Shariah (Islamic Law). The study is using descriptive method- observations, the promotional tools and practices- used by the prominent conventional banks were compared to those used b...
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Main Authors: | , , |
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Format: | Article |
Language: | English English |
Published: |
Emerald Group Publishing Limited
2010
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Subjects: | |
Online Access: | http://irep.iium.edu.my/73990/1/2010-Article%20in%20Islamic%20Marketing%20Journal-Ahsanul-%20Khaliq%20et.al.pdf http://irep.iium.edu.my/73990/7/73990%20Shariah%20observation%20SCOPUS.pdf http://irep.iium.edu.my/73990/ https://www.emerald.com/insight/content/doi/10.1108/17590831011026240/full/html |
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Summary: | The purpose of this paper is to assess the existing advertising practices in Malaysia and their compliance with the Shariah (Islamic Law). The study is using descriptive method- 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.
The paper reveals that customers remain unaware of the Islamic bank's products. Shariah-based promotions will help increase customer awareness of these banks and their offerings. Implications for future research on Shariah-based promotions and advertising will improve bank's 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. 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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