“And now a question about some companies that do business all over the US. As I read the name of each company, tell me how familiar you are with it by calling off a number between 9 and 1.” (Ratings are based on a nine-point scale, with 9 signaling they are “very familiar with the company” down to 1 for “you have never heard of this company name before”)
	Exxon Mobil	Chevron	BP Amoco
ALL FAMILIAR WITH RETAILER	(387) 100%	(435) 100%	(349) 100%
Highest Rating (9)	60%	61%	43%
High Rating (7-8)	8%	10%	10%
Not High Rating (1-6)	29%	28%	45%
Don’t Know	3%	1%	2%
Mean Rating	6.92	7.30	5.87

© 2008 SAGE Survival and Growth Enterprise LLC. All Rights Reserved.

Press ‘back’ on your browser to return to the article.