Companies with the worst reputations: oilfield services company Halliburton Co, Venezuela-owned oil company Citgo, Northwest Airlines

Reputation is important in all sectors, he noted, with respondents saying they were more likely to buy products from, invest in or welcome into their communities companies that they view favorably. The five companies with the worst reputations, according to the study, were oilfield services company Halliburton Co, Venezuela-owned oil company Citgo, Northwest Airlines, oil giant Exxon Mobil Corp and top U.S. cable company Comcast Corp. Overall, the survey found that 51 percent of respondents believed corporate America's reputation had deteriorated, while 11 percent said it had improved.