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Harris Poll: Amazon is most reputable company

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Staff writer ▼ | February 13, 2013
AmazonEarning the highest reputation this year is Amazon.com, edging out last year's winner, Apple, according to 2013 Harris Poll RQ Study.


This is Amazon's first time earning the top ranking, but the fifth consecutive year with a great reputation score. The Walt Disney Company, Google, and Johnson & Johnson complete the top five.

AIG and Goldman Sachs return to the bottom two reputation positions on the list of the most visible companies, joined by Halliburton, American Airlines, and Bank of America. With a full six point increase in RQ score, Bank of America had the highest year-over-year increase in the 2013 study. Best Buy and Honda experienced the greatest decline in RQ scores.

The 2013 leaders are:
Social Responsibility - Whole Foods
Emotional Appeal - Amazon.com
Financial Performance - Apple
Products & Services - Amazon.com
Vision & Leadership - Apple
Workplace Environment - Google

Amazon's reputation strength runs wide and deep as it ranked in the top five in five of the six dimensions of reputation. Amazon had a five point advantage over any other company in the study in the dimension of Emotional Appeal, despite an entirely virtual relationship with the public. Amazon also achieved the top rating in the dimension of Products & Services.

"Our results show that Amazon has managed to build an intimate relationship with the public without being perceived as intrusive," adds Fronk. "And as the company that is so widely known for its personal recommendations, more than nine in ten members of the public would recommend Amazon to friends and family."

By transcending beyond being thought of as tech companies, Amazon, Apple, and Google earn high marks for the other drivers of great reputation as well; Trust, Admiration, Respect, Outperforming Their Competition, and Being A Great Company To Work For.

While the overall perception of corporate America remains relatively grim, there were mixed signals to be found in the results of the 2013 Harris Poll RQ Study which engages over 14,000 members of the general public to measure the reputations of the sixty most visible companies in the country.

16 percent of the public said that the reputation of corporate America showed some improvement, 7 percent more than in 2012, while 49 percent said it declined, which was 11 percent less than those who felt this way last year. Only six companies achieved RQ scores of eighty and above, which signifies a great reputation, 25 percent fewer companies than in 2012 and nearly two-thirds less than just two years ago.

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