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Abstract


THE MODERATING ROLE OF MENTAL IMAGE IN RELATIONSHIP BETWEEN THE SOCIAL RESPONSIBILITY AND SUSTAINABLE COMPETITIVE ADVANTAGE
The study aimed at testing the relationship between the social responsibility and sustainable competitive advantage and identified the impact of the social responsibility on the mental image. It was also to know the role of mental image in relationship between the social responsibility and sustainable competitive advantage. The study tested the following hypotheses : The 1st primary hypothesis indicated a positive relationship between the social responsibility and sustainable competitive advantage. The 2nd main hypothesis showed a positive relationship between the social responsibility and mental image while the 3rd primary hypothesis assumed a positive relationship between the mental image and sustainable competitive advantage. The 4th main hypothesis indicated that the mental image moderated the relationship between the social responsibility and sustainable competitive advantage. The analytical descriptive method was used and the data collected from the fieldwork study were tested. In fact, 300 questionnaires were collected at an average of 88% out of the total questionnaires. The hypotheses were tested after checked the validity and approval of dimensions by using (SEM AMOS) model for measuring the model structure and explaining the relationship between the variables. The findings revealed a number of results such as a progressive relationship between the social responsibility and mental image. As well, the study found a positive role of the social responsibility in realizing the sustainable competitive advantage in communication companies. The study recommended that communication companies should exert more efforts for managing their mental images of three types. They should give moreconsideration to the benevolence work and organize scientific conferences and workshops as a means for highlighting responsibility on employees in communication companies.

Keywords
Social responsibility, mental image and sustainable competitive advantage.


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