Abstract This article extends Williams, Escalas, and Morningstar’s (2022) framework of brand purpose and consumer eudaimonic well-being through an in-depth analysis of Resmed, a restorative health technology company whose mission is to create products “that people love.” We conceptualize brand purpose as organizational architecture rather than simply external positioning, showing how purpose operates through identity integration, emotional activation, and structural integration across stakeholders. We examine brand love as a relational outcome that consolidates purpose-driven mechanisms in contexts characterized by vulnerability and stigma. In restorative categories, love may emerge not from aspiration but from sustained functional restoration and dignity-preserving design. Second, we expand the framework to incorporate employee eudaimonic well-being, as Resmed reveals that purpose internalization shapes employees’ authentic pride, coordination, and enactment quality, reinforcing consumer flourishing through reciprocity loops. We further identify structural conditions, including clarity, authenticity, vulnerability intensity, and stigma visibility, that stabilize emotional pathways and strengthen durable commitment. Finally, we outline measurement implications for assessing purpose-driven systems. Together, these contributions illuminate brand purpose as a multi-level system linking consumer and employee flourishing with organizational strategy and generate interesting avenues for future research.
Williams et al. (Thu,) studied this question.