Study: The Company Behind The Brand More Important Than Ever

Forbes.com (Jan 18 2012) Social Media Trends

1. What happens in a world where, thanks to changing market dynamics and social media, customers have greater visibility into a brand’s parent company, policies, corporate behaviors, leadership shortcomings, and more? Given greater transparency into inner-workings of business, my employer, Weber Shandwick, recently looked into how corporate reputation impacts brand preference today and to what extent. Between October and November 2011, we polled both senior executives and consumers from the United (Read Full Article)

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