Close Close

Financial Planning > Behavioral Finance

Top 10 Most Disliked U.S. Companies: 2013

Your article was successfully shared with the contacts you provided.

Financial companies dominated the bottom of the reputation barrel in Harris Interactive’s annual reputation poll in 2012, and this year’s 14th annual poll is no different. The poll ranks consumers’ opinion of the reputation of the 60 most visible companies in the United States.

Financial companies’ reputation again contrasted sharply with that of technology companies, like Amazon and Apple, which were in the top of the poll’s rankings in 2012 and 2013. Some of those banks did show improvement, though, in overall reputation.

The Harris Poll Reputation Quotient (RQ) measures 20 attributes in six areas that make up reputation and affect consumer behavior: social responsibility, emotional appeal, financial performance, products and services, vision and leadership, and workplace environment.

An RQ score of 55–64 denotes a “poor” reputation; 50–54 “very poor”; and below 50 “critical.” Companies with scores below 50 “risk remaining viable,” according to Harris. Among previous sub-50 RQ performers were Enron, Adelphia and WorldCom, all now defunct.

(Check out last year’s Top 9 Most Disliked U.S. Companies.)

Comcast CEO Brian Roberts. (Photo: AP)

10. Comcast:  60.99
2012 RQ score:  59.10

Wells Fargo CEO John Stumpf. (Photo: AP)

9. Wells Fargo:  60.47
2012 RQ score:  59.50

The lobby of JPMorgan's headquarters in New York. (Photo: AP)

8. JPMorgan Chase:  58.20
2012 RQ score:  54.84

BP CEO Bob Dudley. (Photo: AP)

7. BP:  56.55
2012 RQ score:  53.50

Customer outside Citibank bank branch. (Photo: AP)

6. Citigroup:  55.90
2012 RQ score:  55.95 Bank of America sign. (Photo: AP)

5. Bank of America:  55.85
2012 RQ score:  49.85

Passengers wait at American Airlines ticket desk. (Photo: AP)

4. American Airlines*:  53.85
(*= New to RQ 2013 Study and/or not measured in the RQ 2012)

Halliburton CEO David Lesar. (Photo: AP)

3. Halliburton*:  52.51
(*= New to RQ 2013 Study and/or not measured in the RQ 2012)

Goldman CEO Lloyd Blankfein testifying before Congress. (Photo: AP)

2. GOLDMAN SACHS:  49.39
2012 RQ score:  47.57

AIG headquarters in New York. (Photo: AP)

1. AIG:  48.57
2012 RQ score:  46.18


Check out more Top 10 lists from AdvisorOne:


© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.