# Brand enchantment: How luxury brands become a source of meaningfulness for employees

- Source: Phys.org - latest science and technology news stories
- Published: 2026-11-02T19:20:25+00:00
- Category: Science
- Original: https://phys.org/news/2026-11-brand-enchantment-luxury-brands-source.html
- Canonical: https://groundlevelnews.com/story/brand-enchantment-how-luxury-brands-become-a-source-of-meaningfulness--a23823/

How do some people experience work as meaningful? Organizational researcher Rachel Waldo at Lund University argues that one important answer has been largely overlooked: the brand itself.

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