June 23 (Bloomberg) -- Google Inc. has the best reputation among large corporations in the eyes of U.S. consumers, helped by a perception that it treats employees fairly, a research firm found.

Google, owner of the most popular Internet search engine, beat runner-up Johnson & Johnson, the world's largest maker of health products, in an annual study by Rochester, New York-based Harris Interactive Inc. Chipmaker Intel Corp. ranked third, while the previous winner, Microsoft Corp., fell to the 10th spot.

Consumers are more likely to buy products and shares of companies they regard highly, Harris said. Google has more than doubled its sales, profit and share price since 2005, when it first made the Harris list of most recognized companies.

The company, whose corporate motto is ``don't be evil,'' has lava lamps, play rooms and gourmet cafeterias at its headquarters in Mountain View, California. Employee perks include free meals, ski trips, shuttles to work and on-site massages. Companies seen as being socially responsible and treating workers well get good marks from consumers, Harris said.

Google, which was fourth in the previous survey, fell $1.22 to $545.21 at 4 p.m. New York time in Nasdaq Stock Market trading. The stock has lost 21 percent this year.

Google's share of the U.S. search market has grown to more than 60 percent, prompting rival Microsoft to attempt a takeover of No. 2 search company Yahoo! Inc. this year. The acquisition talks collapsed last month as the two companies failed to agree on a price. Yahoo wasn't recognizable enough to make it to the Harris survey.

Grading System

Harris surveyed thousands of people to identify the 60 most visible corporations. It then asked for consumers' views on the companies' emotional appeal, vision and leadership, social responsibility, workplace environment, products and services, and financial performance.

Overall, the reputation of large corporations declined from the previous survey, with 7 of 11 industries scoring worse. Technology had the best reputation, while tobacco had the worst.

Hewlett-Packard Co., Berkshire Hathaway Inc. and Intel were the biggest gainers since the previous year. Bank of America Corp., Halliburton Co. and Wal-Mart Stores Inc. saw the biggest declines in their reputations.

To contact the reporter on this story: Ville Heiskanen in New York at vheiskanen@bloomberg.net

Last Updated: June 23, 2008 16:10 EDT