A culture-knowledge-intelligence model to avoid the belief in father christmas among latinos and improve place marketing in Cali Baja
Abstract
This work aims to discuss and suggest changes in political marketing in the Cali Baja region on the Mexico-US border. The work also evaluates changes in voting intentions among documented and undocumented Latinos, proving the strong power of fake news over people with little access to and desire for knowledge. Design/methodology/approach: The impact of Culture - C on Knowledge - K and Intelligence - I (Knowledge in action) is explained through the CKI model. The relationship between these constructs are investigated using Structural Equation Modeling - SEM. Findings: The principal finding is that the American government must support literacy campaigns among Latino communities, facilitating access to educational institutions. The article also concludes that the cultural intelligence that Americans gain from Latinos can reduce American society's pressure on the government to enter wars. Originality: The work is innovative not only in the marketing strategy of Trump´s campaign in the boarder of US-Mexico, but also by applying the research model to improve the relationship between documented and undocumented Latinos in US. Research limitations/implications: The questionnaire was carried out with only 12 students, which could harm nomological validity. Practical implications: There is a need for a higher level of cognitive intelligence for Latinos and a higher level of cultural intelligence for Americans. Social implications: It is possible to find a middle ground between a collectivist culture (Latino) and the individualistic culture (US) in order to improve the relationship between the more acculturated documented Latinos and the undocumented.Keywords:
American Election , Culture , Intelligence , Knowledge , Latin CultureReferences
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