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Hadjicharalambous, “Why Private Label Grocery Brands Have Not Succeeded in Asia,” Journal of Global Marketing, 20, no. 2/3 (2007), pp. 71–87. 57. Lin, “Cultural Values Reflected in Chinese and American Television Advertising”; Khairullah and Khairullah, “Dominant Cultural Values”; S. Okazaki and B. Mueller, “An Analysis of Advertising Appeals Employed in Japanese and American Print Advertising— Revisited,” Working Paper, San Diego State University (San Diego, 2008); and S. Biswas, M. Hussain, and K. O’Donnel, “Celebrity Endorsements in Advertisements and Consumer Perceptions,” Journal of Global Marketing, 22 (2009), pp. 121–37. 58. N. Madden, “In China, Multinationals Forgo Adaptation for New-Brand Creation,” Advertising Age, January 17, 2011. 59. For a related dimension, see S. Shavitt et al., “The Horizontal/ Vertical Distinction in Cross-Cultural Consumer Research, Journal of Consumer Psychology, 16, no. 4 (2006), pp. 325–56. 60. Pornpitakpan and Francis, “The Effect of Cultural Differences, Source Expertise, and Argument Strength on Persuasion”; see also B. R. Barnes et al., “Investigating the Impact of International Cosmetics Advertising in China,” International Journal of Advertising, 23 (2004), pp. 361–87. 61. C. Pornpitakpan, “Factors Associated with Opinion Seeking,” Journal of Global Marketing, 17, no. 2/3 (2004), pp. 91–113. 62. N. R. Buchan, R. T. A. Croson, and E. J. Johnson, “When Do Fair Beliefs Influence Bargaining Behavior?,” Journal of Consumer Research, June 2004, pp. 181–90. 63. D. Kim, Y. Pan, and H. S. Park, “High- versus Low-Context Culture,” Psychology & Marketing, September 1998, pp. 507–21. 64. Z. Caillat and B. Mueller, “The Influence of Culture on American and British Advertising,” Journal of Advertising Research, May–June 1996, pp. 79–88; and Lin, “Cultural Values Reflected in Chinese and American Television Advertising.” 65. 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