BiographyKristina joined the Department of Management and Marketing at UCC in September 2018 as a Lecturer in Marketing. Her teaching responsibilities include Introduction to Marketing, Consumer Behaviour, Management and Marketing in the EU, and Marketing for High Technology Entrepreneurs.
She is also currently completing her PhD at the University of Edinburgh. Her thesis revolves around shocking, offensive and controversial advertising in the non-profit sector, and particularly explores the different interpretations of such advertising by different stakeholder groups - the public, the advertising organisation and the regulatory bodies. She uses different theoretical and methodological approaches in her research, including critical discourse analysis, rhetoric - both as a theory and a method, content analysis, and systematic literature reviewing. Kristina's research interests further span advertising and marketing ethics and regulation, consumer behaviour, social and non-profit marketing, advertising rhetoric and international marketing.
Prior to her PhD studies, Kristina completed a Master Grande Ecole in International and European Business at EM Strasbourg (France) and a BA(Hons) in International Management and Intercultural Studies at the University of Stirling (Scotland).
Kristina also has professional experience working in different environments, including food services, sales, e-commerce (both B2C and B2B) and the charity sector, and she has worked as a researcher at the Scottish Government.
Research InterestsKristina's research interests primarily lie in marketing ethics and specifically advertising regulation. Her current research focuses on how different stakeholder groups understand and interpret offensive advertising run by non-profit and public organisations and offers a critical perspective on the regulatory processes involved.
Her interests further include behaviour change, charitable behaviours, and social marketing initiatives, as well as advertising rhetoric and emotional advertising strategies. Methodologically, Kristina is particularly interested in various textual and visual analyses, such as critical discourse analysis or rhetoric analysis (both classical Aristotelian and modern Burkean).
|(2018)||17th International Congress on Public and Nonprofit Marketing: “Vanilla, shock and entertainment - marketing in the era of emotions” |
Kristina Auxtova (2018) Rhetorical Strategies in Complained-About Offensive Ads: Pathos in Non-Profit Advertising . In: Bolat, E., Robson, J., & Kooli, K eds. 17th International Congress on Public and Nonprofit Marketing: “Vanilla, shock and entertainment - marketing in the era of emotions” Bournemouth, UK, , 06-SEP-18 - 07-SEP-18 [Details]
|(2018)||European Advertising Academy’s International Conference on Research in Advertising (ICORIA) |
Kristina Auxtova (2018) Behind the rhetorical scenes of offence: A rhetorical analysis of complained-about offensive ads European Advertising Academy’s International Conference on Research in Advertising (ICORIA) Valencia, Spain, , 21-JUN-18 - 23-JUN-18 [Details]
|(2018)||Summer AMA Conference: Big Ideas and New Methods in Marketing |
Kristina Auxtova; Mary Brennan (2018) Offensive advertising and its regulatory processes in the UK . In: David Gal, Kelly Hewett, Satish Jayachandran eds. Summer AMA Conference: Big Ideas and New Methods in Marketing Boston, USA, , 10-AUG-18 - 12-AUG-18 [Details]
|(2017)||AMS World Marketing Congress |
Kristina Auxtova, Mary Brennan (2017) Interpreting offense in advertising: a regulatory perspective AMS World Marketing Congress Christchurch, New Zealand, , 27-JUN-17 - 01-JUL-17 [Details]
|(2017)||BAM and MARCOMMS Workshop - Making people feel bad: What is the role of negative appeals in marketing? |
Kristina Auxtova, Mary Brennan (2017) Beyond feeling bad: when consumers complain about offensive advertising BAM and MARCOMMS Workshop - Making people feel bad: What is the role of negative appeals in marketing? , 24-APR-17 [Details]
|(2015)||Academy of Marketing Conference |
Kristina Auxtova, Mary Brennan, Mary Ho (2015) A systematic review of shock advertising Academy of Marketing Conference Limerick, Ireland, , 07-JUL-15 - 09-JUL-15 [Details]
|(2014)||30e Congrès International AFM (Association Française du Marketing) |
Kristina Auxtova, Andreas Munzel (2014) Can Shocking Advertising Improve Charity Engagement? A Cross-Cultural Study on Controversial Charity Advertisements 30e Congrès International AFM (Association Française du Marketing) [Details]
|(2018)||Game of Stones: Bringing new audiences to a 500-year-old Scottish sport. |
Caroline Marchant, Kristina Auxtova, Evie Chamberlain (2018) Game of Stones: Bringing new audiences to a 500-year-old Scottish sport. Cases [Details]
|(2018)||The Scottish Improvement Journey: A Nationwide Approach to Improvement. |
Scottish Government (2018) The Scottish Improvement Journey: A Nationwide Approach to Improvement. Edinburgh, UK: Government Document [Details]
Honours and Awards
|2012||Simone de Beauvoir prize||French department of the University of Stirling|
|2015||Best Poster Award||SGSSS Business & Management Pathway PhD Colloquium|
|2013||Best bachelor's or master's thesis and doctoral thesis on the topic of philanthropy, volunteering and third sector||Centre for Philanthropy in Slovakia|
|Association||Function||From / To|
|European Advertising Association||Member||/|
|American Marketing Association||Member||/|
|(2016)||AMA Marketing & Public Policy Conference, |
Kristina Auxtova, Mary Brennan (2016) The regulatory perspective vs. offensive advertising: A content analysis. [Poster Presentation], AMA Marketing & Public Policy Conference, San Luis Obispo, CA . [Details]
Kristina Auxtova, Mary Brennan (2015) Shocking, offensive and controversial advertising: A systematic review. [Poster Presentation], EMAC, Oslo, Norway . [Details]
|(2014)||Contemporary Thinking in Marketing: Where Theory Meets Practice, 2nd International Marketing Conference, |
Kristina Auxtova (2014) Audience Interpretations of Shock in Charity Advertising. [Poster Presentation], Contemporary Thinking in Marketing: Where Theory Meets Practice, 2nd International Marketing Conference, Edinburgh, UK . [Details]
|2019||University of Edinburgh||PhD||Marketing|
|2013||EM Strasbourg||MGE (Master Grande Ecole)||International and European Business|
|2013||University of Stirling||BA(Hons)||International Management and Intercultural Studies|
|2019||Marketing for Technology Entrepreneurs||MG6705||Marketing for Technology Entrepreneurs|
|2019||Consumer Behaviour and Sustainable Consumption||MG2003||Consumer Behaviour and Sustainable Consumption|
|2019||Introduction to Marketing||MG1003||Introduction to Marketing|