Özet
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.
Anahtar Kelimeler
Social responsibility, mental image and sustainable competitive advantage.
