Apple nabs top spot in corporate reputation study

Apple nabbed the top spot in the 13th Harris Poll Reputation Quotient (RQ) study, which measures corporate reputation among U.S. companies. The study measures six dimensions that comprise reputation and influence consumer behavior, including Social Responsibility, Emotional Appeal, Financial Performance, Products & Services, Vision & Leadership, and Workplace Environment. Apple scored the highest reputation score in the study’s history—85.62—by being the top-ranked company in the latter four categories, while Whole Foods was tops in Social Responsibility, and Amazon.com won the Emotional Appeal category. Overall, Apple was trailed in the rankings by previous leader Google, with a score of 82.82, Coca-Cola, with a score of 81.99, Amazon, with a score of 81.92, and Kraft Foods, which earned a score of 81.62. The study is based on surveys of more than 17,000 members of the American general public.

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