Middle-class shoppers’ favourite John Lewis was yesterday declared the retailer with the best reputation in Europe, the Middle East and Africa (EMEA), a survey found.
The survey, by the Reputation Institute, also showed that among the firms whose reputation had improved the most between 2013 and 2014 were WH Smith and H&M.
However, there was bad news for Marks and Spencer, Giorgio Armani and Primark, whose reputations had sufferered the steepest declines.
The institute’s RepTrak is the world’s largest reputation study, designed to understand trust relationships with stakeholders.
Measuring organisations in 50 countries, the study provides key insights into how buyer perception influences marketplace behaviour.
“Reputation dramatically influences a company’s business results, including stock value, revenue, market share and the likelihood of support from key stakeholders,” said Nicolas Georges Trad, executive partner at the Reputation Institute.