Table 1 (Ai → Nespresso)PR, (Ai ↛... | Emerald Publishing

Table 1

(Ai → Nespresso)PR, (Ai $↛$ Nespresso) PR and brand alignment (BA): formulas for the calculation

Indicators	From the company file	From the consumer file
(Ai → Nespresso)PR; (Ai = 1,2,3…n)	$(1) (Ai \to Nespresso) {PR}_{COMP} = \frac{N {(Ai \to Nespresso)}_{COMP}}{ECs {(tot)}_{COMP}} \times 100$	$(2) (Ai \to Nespresso) {PR}_{CONS} = \frac{N {(Ai \to Nespresso)}_{CONS}}{ECs {(tot)}_{CONS}} \times 100$
(Ai ↛ Nespresso) PR; (Ai = 1,2,3,…n)	$(3) (Ai ↛ Nespresso) {PR}_{COMP} = \frac{N {(Ai ↛ Nespresso)}_{COMP}}{ECs {(tot)}_{COMP}} \times 100$	$(4) (Ai ↛ Nespresso) {PR}_{CONS} = \frac{N {(Ai ↛ Nespresso)}_{CONSP}}{ECs {(tot)}_{CONS}} \times 100$
Brand alignment (BA)	$(5) C_{COMP} BA = \sum_{1}^{n} [(Ai \to Nespresso) {PR}_{COMP}] where Ai = (1, 2, 3, ... n) and \in [{(Ai \to Nespresso)}_{COMP} \cap^{} {(Ai \to Nespresso)}_{CONS}]$	$(6) C_{CONS} BA = \sum_{1}^{n} [(Ai \to Nespresso) {PR}_{CONS}] where Ai = (1, 2, 3, \dots n) and \in [{(Ai \to Nespresso)}_{COMP} \cap^{} {(Ai \to Nespresso)}_{CONS}]$

Indicators	From the company file	From the consumer file
(Ai → Nespresso)PR; (Ai = 1,2,3…n)	$(1) (Ai \to Nespresso) {PR}_{COMP} = \frac{N {(Ai \to Nespresso)}_{COMP}}{ECs {(tot)}_{COMP}} \times 100$	$(2) (Ai \to Nespresso) {PR}_{CONS} = \frac{N {(Ai \to Nespresso)}_{CONS}}{ECs {(tot)}_{CONS}} \times 100$
(Ai ↛ Nespresso) PR; (Ai = 1,2,3,…n)	$(3) (Ai ↛ Nespresso) {PR}_{COMP} = \frac{N {(Ai ↛ Nespresso)}_{COMP}}{ECs {(tot)}_{COMP}} \times 100$	$(4) (Ai ↛ Nespresso) {PR}_{CONS} = \frac{N {(Ai ↛ Nespresso)}_{CONSP}}{ECs {(tot)}_{CONS}} \times 100$
Brand alignment (BA)	$(5) C_{COMP} BA = \sum_{1}^{n} [(Ai \to Nespresso) {PR}_{COMP}] where Ai = (1, 2, 3, ... n) and \in [{(Ai \to Nespresso)}_{COMP} \cap^{} {(Ai \to Nespresso)}_{CONS}]$	$(6) C_{CONS} BA = \sum_{1}^{n} [(Ai \to Nespresso) {PR}_{CONS}] where Ai = (1, 2, 3, \dots n) and \in [{(Ai \to Nespresso)}_{COMP} \cap^{} {(Ai \to Nespresso)}_{CONS}]$