Electronics retailer JB Hi-Fi has topped the rankings for corporate reputation in Australia, according to research consultancy AMR and the Reputation Institute.
The 2014 Corporate Reputation Index released this week placed JB Hi-Fi's rival Good Guys in sixth, showing both retailers overcoming the consumer trend away from brick-and-mortar to online.
"We know that a strong reputation is crucial for consumer advocacy, which puts JB Hi-Fi in a strong position to compete with many online alternatives in the future," said AMR's managing director, Oliver Freedman.
JB Hi-Fi CEO, Terry Smart told CRN that flexibility is a key to its reputation among consumers, saying staff "have the autonomy to negotiate price, ensuring we give the customer not only great advice but also the best possible deal".
Multinational vendors Apple and Hewlett-Packard came in 10th and 11th, respectively, to round out the ICT representation at the top of the table.
AMR said in a statement that firms such as Holden, Ford and Coca-Cola Amatil fell in the table this year due to major hits in their reputation. The car companies announced the termination of manufacturing in Australia while Coca-Cola refused support for its Australian subsidiary SPC.
"Australians clearly have a strong view on how and when companies should support local manufacturing, and any decision to take that manufacturing off-shore has serious consequences on reputation," said Freedman.
Media companies Fairfax and News Corp Australia brought up the rear, coming in at number 58 and 60, respectively.
The Corporate Reputation Index rated 60 companies based on information from consumers rather than the companies themselves, according to AMR. Adults aged 18 to 64 were surveyed to calculate the rankings.
-1.jpg&w=100&c=1&s=0)
.png&w=100&c=1&s=0)
