3. Operationalization of Resonance

This chapter delves into the operationalization of resonance in corporate communication, a complex construct that traverses various scientific disciplines. It outlines the importance of defining measurable components and adapting existing scales to measure constitutive elements of resonance, such as affective, cognitive, and behavioral reactions. The chapter also introduces the novel construct of noise, developing new items to measure its impact. A detailed framework is presented, utilizing an S-O-R model to structure the measured elements and methodologies. The text discusses the challenges and limitations of operationalizing resonance, emphasizing the need for transparency and justification in the process. It concludes by highlighting the potential of the framework for future research and empirical investigation, despite the uncertainties inherent in the novel construct.