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Samsung's Reputation Among US Consumers Plunges: Harris Poll

By February 20, 2017 at 7:04 am
Last year, Samsung was ranked 7th in the survey and had been in the top 10 over the past three years. (Photo : The Hill)

Samsung's corporate reputation ranking among US consumers tumbled 42 notches to 49th place this year, according to an annual survey released Monday.

The company's plunge in the survey conducted by the Harris Poll on corporate brands came at a time when the tech giant has to deal with an ongoing investigation into the involvement of its leaders in South Korea's corruption scandal and a global recall of the Galaxy Note 7 smartphone.

Samsung has been hit by the recall and discontinuation of the Galaxy Note 7 due to safety issues. The South Korean company discontinued sales and production of its flagship smartphone last October, after recalling millions of units globally due to fire hazard concerns of its faulty batteries.

Meanwhile, Samsung Electronics Co. vice chairman Lee Jae-yong was arrested last week over his alleged participation in the influence-peddling scandal that led to President Park Geun-hye's impeachment.

Lee was arrested on charges of bribery and embezzlement and became the first leader in the company's 79-year history to be placed in jail in a criminal investigation.

Harris Poll said 85 percent of Americans surveyed believe illegal actions by company executives is one of the biggest risk to corporate reputation.

Last year, Samsung was ranked 7th in the survey and had been in the top 10 over the past three years.

This year's survey saw e-commerce giant Amazon.com ranking first place, followed by retailers Wegmans and Publix Super Markets. Among the companies in the top 10 are American companies Google, Apple and Tesla Motors.

The Harris Poll Reputation Quotient measures the reputations of companies that are perceived to be the most visible to US consumers. The online survey was conducted between Nov. 29 and Dec. 16 last year and participated by 2.3 million US consumers.

The survey also found that Wells Fargo damaged most of its reputation last year due to the unauthorized fake bank accounts scandal. Followed by Volkswagen after the German carmaker recalled millions of vehicles worldwide due to false emissions test results, and then Samsung.

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