Abstract
National philosophy and religion can have a strong influence on a country’s business system, sociocultural environment, and corporate decisions. Islamic principles impose obligations on businesses and organizations operating in nations where Muslims predominate. This study uses Brunei as a case study to investigate how the national ideology of Brunei, Melayu Islam Beraja (MIB), and Islam influence the kinds of corporate social responsibility (CSR) initiatives that companies take on and how they disclose CSR to the public. Content analysis of CSR-related information and documents available on corporate websites was used by this study and findings revealed that Islam and MIB have strong influences on CSR and public relations (PR) practices geared toward enhancing human capability and improving the socioeconomic welfare of communities to meet the national development goals. Islamic values have an impact on corporate culture, and as employees’ religious beliefs are integrated into the workplace, the business model usually aligns with the concept of CSR. In Brunei, organizations view CSR/PR as a strategic business, societal, and religious endeavor. Emphases are placed on building human capacity and wellbeing, reducing environmental issues, and engaging in altruistic initiatives. By exploring how national philosophy and religion influence a country’s business system and corporations’ CSR/PR practices, this study contributes to the body of knowledge on these study areas.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Agarwal, S., Terrail, J. O. D., & Jurie, F. (2018). Recent advances in object detection in the age of deep convolutional neural networks. arXiv preprint arXiv:1809.03193
Ahmad, S. F. (2001). The ethical responsibility in business: Islamic principles and implications. In Ahmad, K. and Sadeq, A.M. (Eds.), Ethics in Business and Management: Islamic and Mainstream Approaches. ASEAN Academic Press: London
Ali, Q. (2018). Service quality from customer perception: Evidence from Carter Model on Bank Islam Brunei Darussalam (BIBD). International Journal of Business and Management, 13(2), 138–148. https://doi.org/10.5539/ijbm.v13n2p138
Ali, W., Frynas, J. G., & Mahmood, Z. (2017). Determinants of corporate social responsibility (CSR) disclosure in developed and developing dountries: A literature review. Corporate Social Responsibility and Environmental Management, 24(4), 273–294. https://doi.org/10.1002/csr.1410
Aminnuddin, N. (2019). Demographic factors and religiosity dimensions as predictors of Islamic ethical work behavior in Brunei. Psychological Thought, 12(2), 185–201.
Bakar, F. A., & Yusof, M. A. M. (2015). Islamic concept of corporate social responsibility (CSR) from the perspective of CSR players at Bank Islam Malaysia Berhad. Proceedings of the International Conference on Accounting Studies (ICAS), 17-20 August 2015, Johor Bahru, Johor, Malaysia.
Bashir, M., Machali, M., & Shafeek, F. (2015). Reputational risk management in Islamic institutions a case study of Tabung Amanah Islam Brunei. International Journal of Economics and Management Studies, 2(3), 54–58. https://doi.org/10.14445/23939125/IJEMS-V2I3P106
BinMahfouz, S., & Kabir Hassan, M. (2013). Sustainable and socially responsible investing: Does Islamic investing make a difference? Humanomics, 29(3), 164–186. https://doi.org/10.1108/H-07-2013-0043
Blazovich, J. L., Smith, K. T., & Smith, L. M. (2013). An examination of financial performance and risk of environmentally friendly “green” companies. Journal of Legal, Ethical and Regulatory Issues, 16(1), 121–134.
Blowfield, M., & Frynas, J. (2005). Setting new agendas: Critical perspectives in corporate social responsibility in the developing world. International Affairs, 81(3), 499–513.
Bowen, S. A. (2008). A state of neglect: Public relations as ‘corporate conscience’ or ethics counsel. Journal of Public Relations Research, 20(3), 271–296. https://doi.org/10.1080/10627260801962749
Briliana, V., & Mursiti, N. (2017). Exploring antecedents and consequences of Indonesian Muslim youths’ attitude towards halal cosmetic products: A case study in Jakarta. Asia Pacific Management Review, 22(4), 176–184. https://doi.org/10.1016/j.apmrv.2017.07.012
Brunei Government. (2000b). National Philosophy. http://www.gov.bn/government/mib.htm
Brunei Government. (2016). Environmental Protection and Management Order 2016. http://www.agc.gov.bn/AGC%20Images/LAWS/Gazette_PDF/2016/EN/S063.pdf
Brunei Government. (2020a). Brunei Darussalam Key Indicators 2019. http://www.deps.gov.bn/DEPD%20Documents%20Library/DOS/BDKI/BDKI_2019.pdf
Sahih Bukhari. Hadith Collections Sayings and Teachings of Prophet Muhammad (صلى الله عليه و سلم). (n.d.). Retrieved July 10, 2023, from https://sunnah.com/
Borneo Bulletin. (2018). MIB: Attribute of the Bruneians. https://borneobulletin.com.bn/mib-attribute-of-the-bruneians/
Campa, D., & Zijlmans, E. W. A. (2019). Corporate social responsibility recognition and support for the arts: Evidence from European financial institutions. European Management Journal, 37(6), 818–827. https://doi.org/10.1016/j.emj.2019.01.003
Carroll, A. B. (1999). Corporate social responsibility–Evolution of a definitional construction. Business and Society, 38(3), 268–295. https://doi.org/10.1177/000765039903800303
Chapra, M. C. (2000). The future of economics: An Islamic perspective. The Islamic Foundation.
Chakraborty, S. & Kwon, W. (2020). "That Brand is So Humane": The influence of perceived human values on attitudes toward CSR PR messages and company. International Textile and Apparel. Association Annual Conference Proceedings 77(1). https://doi.org/10.31274/itaa.11839
Clark, C. (2000). Differences between public relations and corporate social responsibility: An analysis. Public Relations Review, 26(3), 363–380. https://doi.org/10.1016/S0363-8111(00)00053-9
Conte, F., Vollero, A., Covucci, C., & Siano, A. (2020). Corporate social responsibility penetration, explicitness, and symbolic communication practices in Asia: A national business system exploration of leading firms in sustainability. Corporate Social Responsibility and Environmental Management, 27, 1425–1435. https://doi.org/10.1002/csr.1895
Czerny, M., & Kowalczyk, M. (2022). Reporting to God. The religious background of corporate social responsibility in Islamic enterprises–Airlines. The Theoretical Journal of Accounting, 46(4), 27–50. https://doi.org/10.5604/01.3001.0016.1301
Dahlsrud, A. (2008). How corporate social responsibility is defined: An analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1–13. https://doi.org/10.1002/csr.132
Darus, F., Yusoff, H., Naim, D. M. A., & Zain, M. M. (2013). Islamic corporate social responsibility (i-CSR) framework from the perspective of Maqasid al Syariah and Maslahah. Issues in Social and Environmental Accounting, 7(2), 102–112. https://doi.org/10.22164/isea.v7i2.77
Das, S. (2001). The Nehru years in Indian politics. Working paper (No. 16), Centre for South Asian Studies, School of Social & Political Studies, University of Edinburgh.
Sunan Abi Dawud. Hadith Collections Sayings and Teachings of Prophet Muhammad (صلى الله عليه و سلم). (n.d.). Retrieved July 10, 2023, from https://sunnah.com/
Domm, G. (2016). Public relations practice in the emerging ‘powerhouses’ of South East Asia: Some views from within. Public Relations Review, 42(4), 641–653. https://doi.org/10.1016/j.pubrev.2015.10.001
Dwekat, A., Seguí-Mas, E., & Tormo-Carbó, G. (2020). The effect of the board on corporate social responsibility: Bibliometric and social network analysis. Economic Research-Ekonomska Istraživanja, 33(1), 3580–3603. https://doi.org/10.1080/1331677X.2020.1776139
Elasrag, H. (2015). Corporate social responsibility: An Islamic perspective. https://doi.org/10.2139/ssrn.2603832
Fanselow, F. (2014). The anthropology of the state and the state of anthropology in Brunei. Journal of Southeast Asian Studies, 45(1), 90–112. https://doi.org/10.1017/S0022463413000611
Fatma, M., & Khan, I. (2022). An investigation of consumer evaluation of authenticity of their company’s CSR engagement. Total Quality Management & Business Excellence, 33(1–2), 55–72. https://doi.org/10.1080/14783363.2020.1791068
Fitzpatrick, K. R. (1996). The role of public relations in the institutionalization of ethics. Public Relations Review, 22(3), 249–258. https://doi.org/10.1016/S0363-8111(96)90048-X
Fitzpatrick, K., & Gauthier, C. (2001). Toward a professional responsibility theory of public relations ethics. Journal of Mass Media Ethics, 16(2–3), 193–212. https://doi.org/10.1080/08900523.2001.9679612
Grunig, J. E., & Grunig, L. A. (1996). Implications of symmetry for a theory of ethics and social responsibility in public relations [Paper presentation]. Public Relations Interest Group for the International Communication Association, Chicago, US.
Grunig, J. E., & Hunt, T. (1984). Managing public relations. Harcourt Brace Jovanovich College Publishers.
Hall, R. E., Livingston, J. N., Brown, C. J., & Mohabir, J. A. (2011). Islam and Asia Pacific Muslims: The implications of spirituality for social work practice. Journal of Social Work Practice, 25(2), 205–215. https://doi.org/10.1080/02650533.2010.545484
Hassan, A., Juahir, H., & Jamaludin, N. S. (2009). The level of environmental awareness among students to fulfill the aspiration of national philosophy of education. American Journal of Scientific Research, 5, 50–58.
Heath, R. L. (2006). Onward into more fog: Thoughts on public relations’ research directions. Journal of Public Relations Research, 18(2), 93–114. https://doi.org/10.1207/s1532754xjprr1802_2
Hetze, K., & Winistörfer, H. (2016). CSR communication on corporate websites compared across continents. International Journal of Bank Marketing, 34(4), 501–528. https://doi.org/10.1108/IJBM-02-2015-0022
Hill, J. S. (2007). Religion and the shaping of East Asian management styles: A conceptual examination. Journal of Asia-Pacific Business, 8(2), 59–88. https://doi.org/10.1300/J098v08n02_04
Ho, H. M. Y. (2022). Organic solidarity in the national response to COVID-19 in Brunei Darussalam. Southeast Asia: A Multidisciplinary Journal, 22(1), 23–49. https://doi.org/10.1108/SEAMJ-01-2022-B1003
Hutton, J. (1999). The definition, dimensions, and domain of public relations. Public Relations Review, 25(2), 199–214. https://doi.org/10.1016/S0363-8111(99)80162-3
International Trade Administration. (2019). Brunei Country Commercial Guide. https://www.export.gov/article?series=a0pt00000000H3yAAEandtype=Country_Commercial__kav
Kamali, M. H. (1989). Sources, nature and objectives of Shari’ah. The Islamic Quarterly, 33(4), 215–235.
Kemp, S. (2023). Digital 2023 Brunei Darussalam. Datareportal. https://datareportal.com/reports/digital-2023-brunei-darussalam
Khan, M. F., & Ghifari, N. M. (1992). Shatibi’s objectives of Shariah and some implications for consumer theory. In A. M. Sadeq & A. Ghazali (Eds.), Readings in economic thought (pp. 176–202). Longman.
Khan, M. S. U., & Karim, M. (2010). Corporate social responsibility: Contemporary thought and Islamic perspectives. Thoughts on Economics, 21(1), 45–66.
Khiabany, G. (2007). Is there an Islamic communication? The persistence of ‘tradition’ and the lure of modernity. South-North Cultural and Media Studies, 21(1), 106–124. https://doi.org/10.1080/02560040701398814
Khurshid, M. A., Al-Aali, A., Soliman, A. A., & Amin, S. A. (2014). Developing an Islamic corporate social responsibility model (ICSR). Competitiveness Review, 24(4), 258–274. https://doi.org/10.1108/CR-01-2013-0004
Kim, S.-Y., & Reber, B. H. (2008). Public relations’ place in corporate social responsibility: Practitioners define their role. Public Relations Review, 34(4), 337–342. https://doi.org/10.1016/j.pubrev.2008.07.003
Kim, D., Nam, Y., & Kang, S. (2010). An analysis of corporate environmental responsibility on the global corporate Web sites and their dialogic principles. Public Relations Review, 36(3), 285–288. https://doi.org/10.1016/j.pubrev.2010.04.006
Kirat, M. (2015). The Islamic roots of modern public relations and corporate social responsibility. International Journal of Islamic Marketing and Branding, 1(1), 97–112. https://doi.org/10.1504/IJIMB.2015.068144
Koleva, P. (2020). Towards the development of an empirical model for Islamic corporate social responsibility: Evidence from the Middle East. Journal of Business Ethics, 171, 789–813. https://doi.org/10.1007/s10551-020-04465-w
Kriyantono, R. (2015). Public relations and corporate social responsibility in mandatory approach era in Indonesia. Procedia-Social and Behavioral Sciences, 211, 320–327. https://doi.org/10.1016/j.sbspro.2015.11.041
Kühn, A.-L., Stiglbauer, M., & Fifka, M. S. (2018). Contents and determinants of corporate social responsibility website reporting in sub-Saharan Africa: A seven-country study. Business & Society, 57(3), 437–480. https://doi.org/10.1177/0007650315614234
Lee, T. H. (2017). The status of corporate social responsibility research in public relations: A content analysis of published articles in eleven scholarly journals from 1980 to 2015. Public Relations Review, 43(1), 211–218. https://doi.org/10.1016/j.pubrev.2016.10.001
Leong, V. S., HjAhady, D. M., & Muhamad, N. (2022). Corporate image as an enabler of customer retention. International Journal of Quality and Service Sciences, 14(3), 486–503. https://doi.org/10.1108/IJQSS-08-2021-0115
Mazutis, D. D., & Slawinski, N. (2015). Reconnecting business and bociety: Perceptions of authenticity in corporate social responsibility. Journal of Business Ethics, 131(1), 137–150. https://doi.org/10.1007/s10551-014-2253-1
Mir, R. U., Hassan, S. M., & Hassan, S. S. (2016). Islamic perspective of corporate social responsibility. Al-Adwa, (46), 77-90
Mohapatra, B. (2021). Corporate social responsibility in India: Rethinking Gandhi’s doctrine of trusteeship in the twenty-first century. Asian Journal of Business Ethics, 10, 61–84. https://doi.org/10.1007/s13520-021-00121-2
Morden, T. (1995). National culture and the culture of the organization. Cross Cultural Management: An International Journal, 2(2), 3–12. https://doi.org/10.1108/eb008386
Muhamad, R., Sukor, M. E. A., & Muwazir@Mukhazir, M. R. (2008). Corporate social responsibility: An Islamic perspective. Journal of Accounting Perspectives, 1(December), 43-56.
Muhamad, N., Leong, V. S., & Mizerski, D. (2016). Consumer knowledge and religious rulings on products: Young Muslim consumer’s perspective. Journal of Islamic Marketing, 7(1), 74–94. https://doi.org/10.1108/JIMA-08-2014-0056
Murphy, M. J., & Smolarski, J. M. (2020). Religion and CSR: An Islamic “political” model of corporate governance. Business & Society, 59(5), 823–854. https://doi.org/10.1177/0007650317749222
Muzhafar, M. (2021). Melayu Islam Beraja in the Titahs of His Majesty the Sultan of Brunei (2011–2019): The leader’s transformative vision and aspirations. In L. H. Phan, A. Kumpoh, K. Wood, R. Jawawi, & H. Said (Eds.), Globalisation, education, and reform in Brunei Darussalam (pp. 67–83). Palgrave MacMillan.
Neill, M., & Drumwright, M. (2012). PR professionals as organizational conscience. Journal of Mass Media Ethics, 27(4), 220–234. https://doi.org/10.1080/08900523.2012.746108
Omran, M. S. Y., Zaid, M. A. A., & Dwekat, A. (2021). The relationship between integrated reporting and corporate environmental performance: A green trial. Corporate Social Responsibility and Environment Management., 28(1), 427–445. https://doi.org/10.1002/csr.2059
Pahlevi, R. W. (2023). Mapping of Islamic corporate governance research: A bibliometric analysis. Journal of Islamic Accounting and Business Research, 14(4), 538–553. https://doi.org/10.1108/JIABR-12-2021-0314
Parekh, B. (1991). Nehru and the national philosophy of India. Economic and Political Weekly, 26(1/2), 35–48.
Public Relations Society of America. (n.d.). About Public Relations, Retrieved November 23, 2022, http://apps.prsa.org/AboutPRSA/publicrelationsdefined/
Rayner, J. (2003). Managing reputational risk: Curbing threats, leveraging opportunities. John Wiley and Sons.
Razaly, M. Z., Redzuan, M. A., Mustaffa, M. Z., Saja, M., Nawi, S. M., Hatta, M. F. M., & Raffi, N. E. N. M. (2015). Managing Investment in The Light of Quran and Sunnah: Textual Analysis. Procedia Economics and Finance, 31, 380–386. https://doi.org/10.1016/S2212-5671(15)01213-7
Reeves, H. (2016). Defining public relations’ role in corporate social responsibility programs. PR Journal, 10(2), 1–19.
Richards, D. (1991). Flying against the wind? Culture and management development in South East Asia. Journal of Management Development, 10(6), 7–21. https://doi.org/10.1108/02621719110005465
Ryan, M., & Martinson, D. L. (1983). The PR officer as corporate conscience. Public Relations Quarterly, 28(2), 20–23.
Saim, H. S. H. (2013). Brunei Darussalam in 2012: Towards a Zikir nation. Southeast Asian Affairs, 1, 63–69.
Salbrina, S., & Mabud, S. A. (2021). Malay, Muslim and monarchy: An introduction to Brunei Darussalam and its national identity. In L. H. Phan, A. Kumpoh, K. Wood, R. Jawawi, & H. Said (Eds.), Globalisation, education, and reform in Brunei Darussalam (pp. 45–66). Palgrave Macmillan.
Saunders, G. (2012). A History of Brunei. Routledge.
Serudin, Z. (1998). Melayu Islam Beraja: Suatu pendekatan. Dewan Bahasa dan Pustaka Brunei.
Shu, C., Hashmi, H. B. A., Xiao, Z., Haider, S. W., & Nasir, M. (2022). How do Islamic values influence CSR? A systematic literature review of studies from 1995–2020. Journal of Business Ethics, 181, 471–494. https://doi.org/10.1007/s10551-021-04964-4
Siswoyo, D. (2013). Philosophy of education in Indonesia: Theory and thoughts of institutionalized state (PANCASILA). Asian Social Science, 9(12), 136–143. https://doi.org/10.5539/ass.v9n12p136
Smith, K. T. (2017). Longitudinal analysis of corporate social responsibility on company websites. Business and Professional Communication Quarterly, 80(1), 70–90. https://doi.org/10.1177/2329490616686957
Sokolov, A. V., & Iakovleva, L. E. (2004). National philosophy and the interaction of philosophical traditions. Russian Studies in Philosophy, 43(3), 6–22. https://doi.org/10.1080/10611967.2004.11063495
Sun, W., Stewart, J., & Pollard, D. (2015). Reframing corporate social responsibility. In W. Sun, J. Stewart, & D. Pollard (Eds.), Reframing Corporate Social Responsibility: Lessons from the Global Financial Crisis (pp. 3–19). Emerald Group Publishing Limited.
Talib, N. S. (2002). A resilient monarchy: The sultanate of Brunei and regime legitimacy in an era of democratic nation-states. New Zealand Journal of Asian Studies, 4(2), 134–147.
Tam, L. (2015). News about corporate social responsibility (CSR): The interplay of intermedia agenda setting influences between corporate news releases and press coverage. Asian Journal of Business Ethics, 4(2), 117–130. https://doi.org/10.1007/s13520-015-0046-y
The Qur’an (A. Yusuf Ali, Trans.). (1937) Retrieved July 11, 2023, from https://quranyusufali.com/
Tuan, A., Dalli, D., Gandolfo, A., & Gravina, A. (2019). Theories and methods in CSRC research: A systematic literature review. Corporate Communications: An International Journal, 24(2), 212–231. https://doi.org/10.1108/CCIJ-11-2017-0112
Tworzydło, D., Gawroński, S., & Szuba, P. (2021). Importance and role of CSR and stakeholder engagement strategy in polish companies in the context of activities of experts handling public relations. Corporate Social Responsibility and Environmental Management, 28(1), 64–70. https://doi.org/10.1002/csr.2032
Uddin, S. J. (2003). Understanding the framework of business in Islam in an era of globalisation: A review. Business Ethics: A European Review, 12(1), 23–32. https://doi.org/10.1111/1467-8608.00302
van Aaken, D., & Buchner, F. (2020). Religion and CSR: A systematic literature review. Journal of Business Economics, 90, 917–945. https://doi.org/10.1007/s11573-020-00977-z
Vollero, A., Yin, J., & Siano, A. (2022). Convergence or divergence? A comparative analysis of CSR communication by leading firms in Asia, Europe, and North America. Public Relations Review, 48(1), 1–12. https://doi.org/10.1016/j.pubrev.2021.102142
Wawasan Brunei 2035. (n.d.). Outline strategies policy directions 2007-2017. Retrieved December 7, 2022, http://wawasanbrunei.gov.bn/SitePages/Outline%20Policies%20Strategies%20Directions%202007-2017.aspx
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2014). Public Relations: Strategies and Tactics. (11 ed.). Pearson.
Wilson, R. (2006). Islam and business. Thunderbird International Business Review, 48(1), 109–123. https://doi.org/10.1002/tie.20088
Witt, M. A., & Redding, G. (2013). Asian business systems: Institutional comparison, clusters and implications for varieties of capitalism and business systems theory. Socio-Economic Review, 11(2), 265–300. https://doi.org/10.1093/ser/mwt002
Yeung, I. Y. M., & Tung, R. L. (1996). Achieving business success in Confucian societies: The importance of guanxi (connections). Organizational Dynamics, 25(2), 54–65. https://doi.org/10.1016/S0090-2616(96)90025-X
Young, A., Muhammad, P. N. P. H., Bakar, O., O’Leary, P., & Abdalla, M. (2017). Children in Brunei Darussalam: Their educational, legal and social protections. International Journal of Islamic Thoughts, 11(June), 6–16. https://doi.org/10.24035/ijit.11.2017.002
Zafar, M. B., & Sulaiman, A. A. (2019). Corporate social responsibility and Islamic banks: A systematic literature review. Management Review Quarterly, 69, 159–206. https://doi.org/10.1007/s11301-018-0150-x
Zarqa, A. (1980). Islamic economics: An approach to human welfare. In K. Ahmad (Ed.), Studies in Islamic Economics (pp. 13–15). Islamic Foundation.
Zhang, Y. B., Lin, M.-C., Nonaka, A., & Beom, K. (2005). Harmony, hierarchy and conservatism: A cross-cultural comparison of Confucian values in China, Korea, Japan, and Taiwan. Communication Research Reports, 22(2), 107–115. https://doi.org/10.1080/00036810500130539
Zhang, D. (2017). Corporate social responsibility in China. Cultural and ownership influences on perceptions and practices. Gateway East. Singapore: Springer.
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Competing interests
The authors declare no competing interests.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
The paper contains original research and has not been published earlier in any journal.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Leong, V.S., Sarabia-Panol, Z. & Muhamad, N. National philosophy and religion on corporate social responsibility/public relations initiatives: a case study of Islamic influence in Brunei business system. Asian J Bus Ethics (2024). https://doi.org/10.1007/s13520-023-00190-5
Received:
Accepted:
Published:
DOI: https://doi.org/10.1007/s13520-023-00190-5