In a recent Reputation Quotient survey by Harris Interactive (PDF), Amazon got the position of the most respected company among American consumers. Apple is on second position and Google is on fourth position.
The Harris Poll surveyed about 14,000 members of the general public about their feelings of the 60 most visible companies in the country. The poll got the consumer perceptions across 20 attributes grouped into six dimensions of reputation including Products & Services, Financial Performance, Workplace Environment, Social Responsibility, Vision & Leadership, and Emotional Appeal.
In 2012, Apple was on top of the reputation list. Google was on the second position and Amazon was on fourth position.
This year Amazon’s composite score of 82.62 is slightly above than Apple’s score of 82.54. In the six dimensions, Amazon is on top in Emotional Appeal and Products and Services while the company got 100% positive ratings on measures related to trust, considerable support and Word of Mouth.
“There’s no doubt that having an array of products and services at the right price is valuable,” Harris Interactive Reputation Management executive vice president Robert Fronk, said in a statement. “But they (Amazon) take that advantage and actually use a lot of the information that they’re able to define about their consumers and make recommendations back to them, help them lead a better life, and even delight them on occasion.”
Apple is on top in two dimensions, which are Vision& Leadership and Financial Performance.
The Walt Disney Company is on third position followed by Google (with a score of 81.32), Johnson & Johnson, the Coca-Cola Company, Whole Foods, and Sony. Samsung got the score of 77.7 and got the 11th position in ranking.
Speaking with Yahoo Finance, Fronk said that Apple’s slight slip in reputation is due in no small part to the company’s recent stock drop.
“For a number of years,” Fronk said, “their reputation was driven by their innovation, their products and services almost being ahead of their time and almost driving the market. Now, actually, financial performance is a dominant driver of their reputation. And of course, financial performance can be somewhat out of your control, as [Apple is] finding.”