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. 

Previously, Kristina held a Marketing Lectureship position at University College Cork in Ireland, where her teaching span areas of international marketing, consumer behaviour, marketing foundations and marketing for tech entrepreneurs.

She recently completed her PhD in Management at the University of Edinburgh. Prior to beginning her doctoral work, Kristina obtained a Master Grande Ecole in International and European Business from EM Strasbourg Business School in 2013, graduating with a distinction. She also graduated with a BA(Hons) in International Management and Intercultural Studies (1st class) from the University of Stirling.


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 PhD thesis developed a nuanced and in-depth understanding of shocking, offensive and controversial advertising within the public and non-profit sectors. It 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 thesis adopted stakeholder theory as an overarching frame and took a pragmatic and multi-method approach. It comprised of 1) a systematic review of shocking, offensive and controversial advertising; 2) a critical perspective on the regulatory practices and processes based on a critical discourse analysis of an archive of complaints and associated adjudication reports obtained from the Advertising Standards Authority UK; and 3) a visual and textual rhetorical analysis of complained-about offensive advertising. 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.

View full research profile and publications