Amazon edges out Apple as most reputable U.S. company

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Results from the latest Harris Poll released today reveals Amazon is the most reputable company in the United States. The 2013 Harris Poll Reputation Quotient came to the conclusion based on opinions from more than 14,000 Americans.

The poll uses six different categories to rate a company: social responsibility, emotional appeal, financial performance, products & services, vision & leadership and workplace environment. The online retail giant scored first in two of the six categories: emotional appeal and products & services.  They were also in the top five in the other four categories, finishing with an overall score of 82.62 out of a possible 100.

Apple came in second place, earning top honors in vision & leadership and financial performance. The company was narrowly beat by Amazon with a rating of 82.54. Last year, Apple scored 85.62 overall. Walt Disney took home the bronze medal while Google finished just off the podium in fourth place with a score of 81.32.

Robert Fronk, executive vice president of Reputation Management at Harris Interactive, said Amazon has managed to build an intimate relationship with the public without being seen as intrusive. He also points out that nine out of 10 members of the public said they would recommend Amazon to friends and family.

These weren’t the only tech companies to have a solid showing in the poll. Sony finished in eighth place, Samsung ranked 11th and Microsoft was 15th overall.

Data for the poll was collected from 14,512 individuals in the US between November 13 and November 20, 2012.

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