Inés Küster

|Inés Kuster - Contributing Author|Inés Kuster Department: Marketing - E-address: ines.kuster@uv.es - Postal address: Facultat d'Economia. Av Tarongers, s/n. 46022 Valencia. Spain

Publications

Negative Customer Engagement and Brand Hate in Users of Extreme Snow-Sports Brands
Negative Customer Engagement and Brand Hate in Users of Extreme Snow-Sports Brands
Alvaro Iranzo Barreira, Inés Küster, Carla Ruiz-Mafé. © 2024. 29 pages.
This chapter aims to understand the relationship between the concept of negative customer engagement and Brand Hate and is one of the first to analyse this relationship. In...
Artificial Intelligence in Sports: Monitoring Marathons in Social Media – The Role of Sports Events in Territory Branding
Artificial Intelligence in Sports: Monitoring Marathons in Social Media – The Role of Sports Events in Territory Branding
Natalia Vila-Lopez, Ines Kuster-Boluda, Francisco J. Sarabia-Sanchez. © 2023. 26 pages.
In the sports industry, artificial intelligence has become a powerful tool for sports managers interested in getting private sponsorships and for DMOs interested in branding a...
Product Placement in Video Games: Image Transference among Emotions
Product Placement in Video Games: Image Transference among Emotions
Inés Küster, Natalia Vila, Asunción Hernández, Pedro Canales, Vicente Castillo. © 2016. 22 pages.
Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games....
Product Placement in Video Games: Image Transference among Emotions
Product Placement in Video Games: Image Transference among Emotions
Inés Küster, Natalia Vila, Asunción Hernández, Pedro Canales, Vicente Castillo. © 2015. 22 pages.
Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games....