Sentiment towards Companies
As part of our Company Impressions survey, we asked 1,030 consumers to describe 11 companies in one word; we then classified those words into positive, negative or neutral.
Amazon has the highest positive sentiment, with 85% of respondents describing the firm with a positive term, such as convenient, great, and efficient. Apple has the highest negative sentiment, with 38% using a negative word to describe the company, including expensive, overpriced and greedy. HTC is the least known of the 11 companies and has the highest neutral rating, with 46% using a neutral term to describe the company (typically unknown or phones). Dell and HP are the only firms without greater positive sentiment than negative sentiment: for both companies, 35% describe the firm positively and another 35% describe it negatively.
Sentiment – Most to Least Positive
| Positive Words |
Neutral Words |
Negative Words |
Net Score |
|
|---|---|---|---|---|
| Amazon | 85% | 13% | 2% | 83% |
| 82% | 11% | 6% | 76% | |
| Nintendo | 64% | 22% | 14% | 50% |
| Samsung | 55% | 30% | 15% | 40% |
| Apple | 54% | 8% | 38% | 16% |
| Microsoft | 51% | 23% | 26% | 25% |
| Sony | 51% | 30% | 19% | 32% |
| Barnes & Noble | 44% | 22% | 35% | 9% |
| HTC | 41% | 47% | 13% | 28% |
| Dell | 35% | 29% | 35% | 0% |
| Hewlett-Packard | 35% | 30% | 35% | 0% |
Source: Researchscape, sample size of 1,030
Sentiment – Least to Most Positive
| Positive Words |
Neutral Words |
Negative Words |
Net Score |
|
|---|---|---|---|---|
| Apple | 54% | 8% | 38% | 16% |
| Barnes & Noble | 44% | 22% | 35% | 9% |
| Dell | 35% | 29% | 35% | 0% |
| Hewlett-Packard | 35% | 30% | 35% | 0% |
| Microsoft | 51% | 23% | 26% | 25% |
| Sony | 51% | 30% | 19% | 32% |
| Samsung | 55% | 30% | 15% | 40% |
| Nintendo | 64% | 22% | 14% | 50% |
| HTC | 41% | 47% | 13% | 28% |
| 82% | 11% | 6% | 76% | |
| Amazon | 85% | 13% | 2% | 83% |
Source: Researchscape, sample size of 1,030
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