The Building of Mental Image and the Employment of Corporate Social Responsibility Mechanism in Palestinian Telecommunication Companies: Jawwal as a Case Study رسالة ماجستير

Abstract

In the light of the digital era, and the constant increase in consumers’ awareness, most companies start to pay more attention to their mental image. Corporate mental image (MI) is influenced by various factors. Hence, this study aimed to understand the formation process of Jawwal’s mental image among the Palestinian consumers, determining the prediction level of its Corporate Social Responsibility (CSR) activities, in particular, taking into account other contributing factors. Additionally, the study aimed to understand the motives, goals, and criteria of how Jawwal performs CSR activities. Therefore, the study set out a model that illustrates the formation process of MI. This study is a kind of cross-sectional study; so a mix between qualitative and quantitative research methods was employed first of all; a survey was distributed on a convenience non-probable sample composed of 248 consumers for Jawwal in September 2020. Furthermore; the researcher implemented an in-depth interview with the head of PR of Paltel Group to understand CSR activities and MI from Jawwal’s point of view. It was concluded that Jawwal practices CSR activities as a response to the community members’ needs. Additionally, - Jawwal assumes that CSR activities aim to sustain the community's well-being; and that these activities indirectly influence the company’s MI, reputation, and competitive advantage. The quantitative data was analyzed using SPSS. The results showed that not all of the CSR dimensions have a significant contribution level; even that philanthropic component has a significant prediction, it’s not highly contributed; hereafter, the researcher VI recommends considering all the relevant variables when planning for positive MI, and look at the issue from the consumer angels; but in the first instance, to comprehend the CSR and MI notions well; in order to plan; implement; evaluate along the right lines