Research

Of 14 included tech brands, consumers had the most negative perception of Sprint, Cox and Comcast, according to an ABI Research study. In assessing their perceptions of the brands using 10 attributes (5 positive, 5 negative), consumers deemed Cox as the most boring and Comcast as the most overpriced. Cox did, however, rank 3rd in customer service behind AT&T and Verizon, and Comcast was viewed as a trusted brand, if overpriced. Sony led the group in positive perception.