Does familiarity breed favorability? The researchers have analyzed reputation data for 30 global companies based on responses from 6,000 Americans. The companies represent six different industries: consumer products, automotive, pharmaceutical, entertainment, technology and financial services. For every industry and on every measure studied, the results are consistent. People who report that they are extremely or very familiar with a company have more favorable impressions than people who say they are somewhat familiar or only know the name of a company.

Just how widespread is the impact of this? Respondents who described themselves as extremely or very familiar are more likely:

• to recommend a company's products and services to a friend
• to recommend investment in a company
• to say that a company gives back to the community
• to believe that a company is open and honest
• to believe a company will prosper in the long run
• to say a company has high-quality products
• to say a company cares for its employees

The authors conclude that corporate managements that under-invest in communications may not be fulfilling their stewardship responsibilities.