A little victory both for Amazon and the world of virtual commerce, today: the online retailer has topped the ranking for best reputation in a poll of 14,000 U.S. consumers, according to Harris Interactive. Apple, which was last year’s winner, slipped down to number-two. At number four, Google was the other tech company to make the top-five in the Harris Poll, now in its 14th year, with Disney (#2) and Johnson&Johnson (#5) rounding out the close list.
Technology also stood out in the rankings in another way: it topped Harris’ list of industries for overall reputation dominance, with a 79% positive reputation. Another marker of how tech continues to become increasingly mainstream.
Consumers are asked to give their assessment on how well companies do in the areas of products and services; financial performance; workplace environment; social responsibility; vision and leadership; and emotional appeal. In these rankings, Amazon topped the list for emotional appeal, where it ranked some five points ahead of any other company, “despite an entirely virtual relationship with the public.”
Amazon’s online-only approach is proving to also be a hit with consumers when it comes to trust: it got “nearly 100%” positive ratings on all questions related to trust. “More than 50 percent of respondents also recall discussing Amazon with friends and family in the past year, and nearly 100 percent of these conversations were positive,” Harris writes.
Apple still topped the rankings in vision and leadership, as well as financial performance — not surprising given the giddy heights of its stock price and profits — although its lead in these areas was not strong enough to average out as the overall leader.
Via TechCrunch
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