Role of Mental Image in Achieving Competitive Advantage: A Field Study at Food Industrial Companies in Hodeidah Governorate, Republic of Yemen

Abstract

This study aimed to determine the role of mental image across its dimensions (affective, cognitive, and behavioral) in achieving competitive advantage across its dimensions (cost, quality, delivery, and flexibility) within food industry companies in Hodeidah Governorate. Adopting a descriptive-analytical approach, the study targeted a population of 403 managers and administrators within the investigated companies, using a questionnaire developed for data collection. Data analysis and hypothesis testing were conducted utilizing SPSS and AMOS 24 software. The study revealed that while the overall mental image plays a positive role in achieving competitive advantage, this positive impact is driven specifically by the affective and cognitive dimensions, whereas the behavioral dimension showed no significant positive role. Based on these findings, the study recommends that companies enhance their strategic focus on managing corporate mental image as a vital intangible asset. This should be achieved by coordinating marketing efforts to strengthen positive customer perceptions toward the companies, their products, and their brands to directly drive competitive advantage.