The report was based on data from a two-part study. The researchers first polled 4,244 adults to determine the 100 most visible (i.e., most recognized) companies among consumers in the United States. A larger group of 25,800 adults in the US was then polled to determine how each of those firms is viewed by consumers.
The researchers assigned each company a Reputation Quotient (RQ) score between 1 (terrible reputation) and 100 (perfect reputation) based on how consumers rated the firm on six dimensions: products/services, emotional appeal, workplace environment, financial performance, vision/leadership, and social responsibility.
Amazon.com garnered the highest RQ score (85.5), Tesla Motors ranked second (84.5), and Wegmans ranked third (83.8).
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