Luxury brand employees find meaning through emotional connection to company symbols
Organizational researcher Rachel Waldo from Lund University argues that luxury brands shape employee meaningfulness based on interviews with workers at LVMH.
New concept explains worker feelings
Waldo introduces the term brand enchantment to describe how staff develop emotional ties to a company. This process involves embracing symbolic meanings such as craftsmanship, creativity, heritage, beauty, exclusivity and prestige. Employees view their daily tasks as part of something larger than simple routines.
Study covers many roles
The research relied on thirty nine in depth interviews with people working in various positions. Most participants held administrative jobs like legal or marketing staff rather than designing products. These workers found enjoyment in their work by connecting to the brand identity.
Sales staff share views
One senior sales employee named Mathieu described feeling attached to products since his youth. He continued wearing a specific fragrance that represented his long standing connection to the house. Such personal attachments help sustain the emotional link between the worker and the luxury label.
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