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Kristina Auxtova

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Kristina Auxtova

Contact

MANAGEMENT & MARKETING

MANAGEMENT & MARKETING
University College Cork
Cork
Ireland
The O'Rahilly Building

+353-21-490-3000 kristina.auxtova@ucc.ie LinkedIn profile

Biography

Kristina 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 Interests

Kristina'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).

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Affiliations

  • Member, European Advertising Association (/)
  • Member, American Marketing Association (/)
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Modules

  • Marketing for Technology Entrepreneurs
  • Consumer Behaviour and Sustainable Consumption
  • Introduction to Marketing
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Languages

  • English : Reading=Fluent; Writing=Fluent; Speaking=Fluent
  • French : Reading=Fluent; Writing=Fluent; Speaking=Fluent
  • Spanish : Reading=Fluent; Writing=Functional; Speaking=Functional
  • Slovak : Reading=Fluent; Writing=Fluent; Speaking=Fluent
  • Czech : Reading=Fluent; Writing=Fluent; Speaking=Fluent
  • German : Reading=Basic; Writing=Basic; Speaking=Basic
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Education

  • University of Edinburgh , PhD, Marketing (2019)
  • EM Strasbourg , MGE (Master Grande Ecole), International and European Business (2013)
  • University of Stirling , BA(Hons), International Management and Intercultural Studies (2013)
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Professional Achievements

Honours and Awards

  • French department of the University of Stirling: Simone de Beauvoir prize (2012)
  • SGSSS Business & Management Pathway PhD Colloquium: Best Poster Award (2015)
  • Centre for Philanthropy in Slovakia: Best bachelor's or master's thesis and doctoral thesis on the topic of philanthropy, volunteering and third sector (2013)
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Publications

Cases

Year Publication
2018 Unknown type other_case
Caroline Marchant, Kristina Auxtova, Evie Chamberlain (2018) Unknown type other_case. [Details]

Conference Publications

Year Publication
2018 Rhetorical Strategies in Complained-About Offensive Ads: Pathos in Non-Profit Advertising . In: Bolat, E., Robson, J., & Kooli, K eds
Kristina Auxtova (2018) Rhetorical Strategies in Complained-About Offensive Ads: Pathos in Non-Profit Advertising . In: Bolat, E., Robson, J., & Kooli, K eds. [Details]
2018 Behind the rhetorical scenes of offence: A rhetorical analysis of complained-about offensive ads
Kristina Auxtova (2018) Behind the rhetorical scenes of offence: A rhetorical analysis of complained-about offensive ads. [Details]
2018 Offensive advertising and its regulatory processes in the UK . In: David Gal, Kelly Hewett, Satish Jayachandran eds
Kristina Auxtova; Mary Brennan (2018) Offensive advertising and its regulatory processes in the UK . In: David Gal, Kelly Hewett, Satish Jayachandran eds. [Details]
2017 Interpreting offense in advertising: a regulatory perspective
Kristina Auxtova, Mary Brennan (2017) Interpreting offense in advertising: a regulatory perspective. [Details]
2017 Beyond feeling bad: when consumers complain about offensive advertising
Kristina Auxtova, Mary Brennan (2017) Beyond feeling bad: when consumers complain about offensive advertising. [Details]
2015 A systematic review of shock advertising
Kristina Auxtova, Mary Brennan, Mary Ho (2015) A systematic review of shock advertising. [Details]
2014 Can Shocking Advertising Improve Charity Engagement? A Cross-Cultural Study on Controversial Charity Advertisements
Kristina Auxtova, Andreas Munzel (2014) Can Shocking Advertising Improve Charity Engagement? A Cross-Cultural Study on Controversial Charity Advertisements. [Details]

Conference Contributions

Year Publication
2016 The regulatory perspective vs. offensive advertising: A content analysis. [Poster Presentation]
Kristina Auxtova, Mary Brennan (2016) The regulatory perspective vs. offensive advertising: A content analysis. [Poster Presentation]. [Details]
2015 Shocking, offensive and controversial advertising: A systematic review. [Poster Presentation]
Kristina Auxtova, Mary Brennan (2015) Shocking, offensive and controversial advertising: A systematic review. [Poster Presentation]. [Details]
2014 Audience Interpretations of Shock in Charity Advertising. [Poster Presentation]
Kristina Auxtova (2014) Audience Interpretations of Shock in Charity Advertising. [Poster Presentation]. [Details]
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