NEW YORK (TheStreet) -- Amazon (AMZN) has again been named the most reputable company in the country, for the second year in a row.
This year, Amazon scored 84.08 out of 100, while Kellogg's (K) came in second with 81.50. Lego came in third with 81.49 and Fruit of the Loom, at 81.23, was fourth.
The Reputation Institute ranked the top 100 reputable companies based on 23,750 consumer respondents and 57,746 ratings. The survey measures the public's perception of companies based on innovation, leadership, governance, citizenship, workplace, performance and products/services.
Amazon's success can be tied to its focus on the consumer, with one of the company's top leadership principles being "We try not to spend money on things that don't matter to customers." Consumers appreciate this attention and transparency, according to Brad Hecht, vice president and chief research officer of the institute. They value corporate governance and whether the company is perceived as fair and making a positive impact on society.
"This is where [Amazon CEO Jeff] Bezos has been exceptional," Hecht said. "If there's one thing [Amazon CEO Jeff Bezos has] hammered home, it's that he will do anything in his power to improve the experience for the consumer."