Dr Kristina Auxtova


University of Dundee School of Business, School of Business

Marketing & Management, School of Business

Portrait photo of Kristina Auxtova
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+44 (0)1382 384379


1-3 Perth Road


Kristina joined the University of Dundee School of Business as Lecturer in Marketing in October 2019. Since July 2020, Kristina is acting as the School's Academic Lead for Principles of Responsible Management Education (PRME), leading the School’s efforts in embedding ethics, responsibility, and sustainability into all its activities.

Previously, Kristina held a Marketing Lectureship position at University College Cork in Ireland, while finishing a PhD in Management at the University of Edinburgh, which she completed in 2019. Kristina also obtained a Master Grande Ecole in International and European Business from EM Strasbourg Business School, graduating with a distinction, and a BA(Hons) in International Management and Intercultural Studies (1st class) from the University of Stirling.

Kristina has a passion for social betterment and hopes both her research and teaching can have a positive impact on our society.


Summary of research expertise

  • Advertising regulation & ethics
  • Advertising rhetoric
  • Marketing ethics & the role of marketing in society
  • Non-profit and public sector marketing
  • Role of societal and cultural norms in consumption practices

Kristina is an interdisciplinary and multi-method researcher with a passion for social betterment. Her research interests focus on advertising ethics and regulation, specifically as applied to the public and non-profit contexts. She is also interested in the broader questions of ethics in marketing and marketing's impact on society, social and charity marketing, consumer vulnerability, emotions in relation to marketing communications, advertising rhetoric, and the role of societal and cultural norms in consumption practices.

Kristina's work thus far focused on developing a nuanced and in-depth understanding of shocking, offensive, and controversial advertising within the public and non-profit sectors. Her PhD thesis adopted stakeholder theory as an overarching frame and specifically explored the regulatory processes of such advertising tactics with an emphasis on interpretations of these by different stakeholder groups involved, including the public and non-profit organisations, advertising creatives, regulators, and audiences. Her research contributes to the debate on the appropriateness, ethics, and application of shocking, offensive, or controversial themes, formats, and imagery in public and non-profit advertising.

Kristina is currently working on the rhetoric in controversial advertising, specifically working with Aristotelian notions of rhetoric and building on a methodological approach developed in her doctoral work. She is also working on a project exploring stigma in deodorant advertising (in collaboration with Dr Stephanie Schreven). Other emerging projects include an exploration of the amplification of the controversies of the Irish abortion referendum on social media platforms and delving into sustainable consumption practices.

Kristina supervises two doctoral students and is open to applications in areas of her research interest.

Research themes

Health, welfare, and education

Markets and governance

Impact and Knowledge Exchange

Kristina co-organised a week-long event ‘Fast Fashion, Alternatives & Critique’ engaging a range of speakers from academia, local businesses and charities and the V&A Dundee in a debate about the social and environmental unsustainability of fast fashion. The event took place in October 2021 and attracted well over a hundred participants from the university, local community and beyond.

Kristina has also appeared in a couple radio interviews focusing on her work and offering expert views on current controversial advertising campaigns.

View full research profile and publications


Kristina’s current teaching focuses on marketing communications and marketing strategy at undergraduate honours level, though she also has experience of teaching at both undergraduate and postgraduate levels in areas of international marketing, consumer behaviour, and marketing for technology entrepreneurs. Her approach to teaching is research-led and student-oriented.

Kristina is a strong proponent of teaching how to do business, and marketing in particular, in a socially responsible, ethical and sustainable manner and encourages others to engage with the UN Sustainable Development Goals and embed ethics and sustainability into their curricula as well.

Modules taught

Kristina also supervises undergraduate dissertation students and postgraduate summer projects, and acts as the Lead University Advisor for Enactus Dundee and as Academic Mentor to the University of Dundee Marketing Society.