“…The use of a codebook, a document containing a list of codes, was created based on the Principal Luxury Brand Dimensions model that guided its structure so that it could appropriately capture data relevant to brands' marketing strategies, both traditional and digital (Moreno, Egan, & Brockman, 2011). Codebooks are essential tools in categorizing images and content-based text (Liu, Hou, & Karimi, 2014). The theoretical framework selected for coding was the Principal Luxury Brand Dimensions (Fionda & Moore, 2009); it is defined as the nine principal dimensions that make up a luxury brand.…”