An Examination of Cultural-Economic Model and Public Relations in The Malaysian Islamic Banking System


  • Mohamed Asmy Mohd Thas Thaker Kulliyah of Economics and Management Sciences, International Islamic University Malaysia
  • Hassanudin Mohd Thas Thaker Faculty of Business, Economics, and Accounting, HELP University, Malaysia


By adopting the study by Gaither and Kandari on cultural-economic model of, the current study was designed to analyse the cultural-economic model of public relations practice of two prominent Islamic banks (full-fledged Islamic bank and Islamic window bank) in Malaysia. This study is mainly focusing on their communication tool particularly websites and relevant reports. The study is advancing the understanding of Islam and public relations in the context of Islamic banking institution in Malaysia, an understudied area in public relation literature and enlightens the relationship between religion and public relations. The analysis has identified six Islamic value orientations elements especially respect for religious authority, affinity with the past, fatalism, communal kinship, attachment to the eternal life and spirituality and idealism relative to public relation practice among the particular Islamic banks. The study concludes with observation that there is inseparable relationship between religion and culture in the context of Islamic banking industry in Malaysia.


Download data is not yet available.


Bank Islam Malaysia Berhad Annual Report 2012. Advancing Good for All. Kuala Lumpur

Bardhan, N. & Weaver, C. (2011). Public Relations In Global Cultural Contexts: Multiparadigmatic Perspectives. New York: Routledge.

Barnes, B.E & Schultz, D.E (1999). Strategic Brand Communication Campaigns, Illinois: NTC Business Book

Culbertson, H. & Chen, N. (1996). International Public Relations: A Comparative Analysis. Mahwah, NJ: Lawrence Erlbaum

Curtin, P.., & Gaither, T.K. (2005). Privileging Identity, Difference and Power: The Circuit of Culture as a Basis for Public Relations Theory. Journal of Public Relations Research, Vol. 17(2), pp. 91–115.

Curtin, P. & Gaither, T. K. (2007). International Public Relations: Negotiating Culture, Identity And Power. Thousand Oaks, CA: Sage.

Gaither, T.K. & Kandari, A.J.A. (2011). Arabs , The West And Public Relations: A Critical/Cultural Study Of Arab Cultural Values. Public Relations Review, Vol. 37, pp. 266-273.

Gaither, T.K. and Kandari, A.J.A. (2014). The Cultural-Economic Model And Public Relations In The Middle East: An Examination Of The Islamic Banking System In Kuwait. Public Relations Review, Vol.40, Issue 1,pp. 33-41, (2014)

Hall, S. (1993). Culture, Community, Nation. Cultural Studies, Vol. 7(3), pp. 349-363.

Hall, S. (1997). The Centrality Of Culture: Notes On The Cultural Revolution Of Our Time. In K. Thompson (Ed.), Media And Cultural Regulation, pp. 207–238. Thousand Oaks, CA: Sage

Han, G.& Zhang, A. (2009). Starbucks Is Forbidden In The Forbidden City: Blog, Circuit Of Culture And Informal Public Relations Campaign In China. Public Relations Review, Vol. 35,pp.395–401.

Huang, Y. (2000). The Personal Influence Model And Gao Guanxi In Taiwan Chinese Public Relations. Public Relations Review, 26, 219–236.

Maybank Islamic Financial Report, 2012

Maybank Islamic Financial Report, 2013

Rhee, Y. (1999). Confucian Culture And Excellent Public Relations: A Study Of Generic Principles And Specific Application In South Korean Public Relations Practice. Unpublished Master’s Thesis. University of Maryland, College Park.

Samat, Z. (2013). Islamic Banking In Malaysia: Current Trend And Way Forward. Bank Islam Malaysia Berhad.

Scherer, J. (2007). Globalization, Promotional Culture And The Production/Consumption Of Online Games: Engaging Adidas’s ‘Beat Rugby’ Campaign. New Media and Society, Vol. 9(3), pp. 475–496.

Shin, J. H. (2008). Contingency, Conflict, And Crisis: Strategy Selection Of Religious Public Relations Professionals. Public Relations Review, 34, 403–405.

Sison, M. (2009). Whose Cultural Values? Exploring Public Relations' Approaches To Understanding Audiences. PRism Online Journal, 6(2), 1–13.

Tilson, D. (2011). Public Relations And Religious Diversity: A Conceptual Framework For Fostering A Spirit Of Communities. Global Media Journal, 4(1), 43–60.

Zhang, K., H. (2001). Does Foreign Direct Investment Promote Economic Growth? Evidence From East Asia And Latin America, Contemporary Economic Policy, Vol. 19(2), pp. 175-185




How to Cite

Thaker, M. A. M. T., & Thaker, H. M. T. (2015). An Examination of Cultural-Economic Model and Public Relations in The Malaysian Islamic Banking System. Journal of Islamic Finance, 4(1), 14–21. Retrieved from