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Shariah observation advertising practices of Bank Muamalat in Malaysia

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

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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.

Item Type: Article (Journal)
Additional Information: 5056/3551
Uncontrolled Keywords: Advertising, Promotional methods, Islam, Banks, Malaysia
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5801 Advertising
H Social Sciences > HJ Public Finance
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 28 Sep 2011 09:04
Last Modified: 28 Sep 2011 09:04
URI: http://irep.iium.edu.my/id/eprint/3551

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