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Verizon Leads Harris Poll
According to the 2011 Harris Poll EquiTrend study, in the Mobile Networks category, Verizon is highest ranked for the second-year running over archrival AT&T. Harris Interactive.
Harris Interactive announced their Technology Brands of the Year in four other major categories: Mobile Phones (Motorola), Consumer Electronics (Sony), Computer Hardware (HP), and Gaming (Nintendo). Overall, awards are given in each of 46 different categories.
The EquiTrend(r) study evaluates measures including: Equity, Consumer Connection, Commitment, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration.
This yearÂ’s Harris Poll EquiTrend study was conducted online among 25,099 U.S. consumers ages 15 and over between January 11 and 27, 2011.
> A total of 1,273 brands were rated in 53 separate categories.
> Each respondent was asked to rate a total of 60 randomly selected brands.
> Each brand received approximately 1,000 ratings.
> Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age, sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online.
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Source: Harris Interactive
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