In the context of globalization and multiculturalism,the cultural identity on ethnic medicine plays an indis-pensable role in the construction of regional medical brands.This paper constructs a model of"Ethnic Medicine Cultural Identity-Regional Medical Brand Assets"from the demand side perspective,selecting media exposure frequency,media exposure trust,and reference effect as moderating variables.The study findings indicate that cultural identity on ethnic medicine has a significant positive impact on regional medical brand assets.Moreover,both media exposure fre-quency and media exposure trust play dual moderating roles between them.To achieve the long-term development of Guizhou's ethnic medicine brands,we should draw on the logic of capital appreciation and the mechanism of cultural dis-semination,focus on health care as the core,integrate regional ethnic cultural characteristics,and expand communica-tion channels through brand extension strategies to build a medical brand with regional characteristics of Guizhou and promote"Guizhou Medicine"to go beyond its borders.
关键词
贵州民族医药/文化认同/区域医药品牌/媒介接触
Key words
Guizhou's ethnic medicine/cultural identity/regional medical brand/media exposure
维普
万方数据