Branding, consumer behavior experts can comment on Malaysia Airlines corporate rebranding

LAWRENCE — University of Kansas marketing and consumer behavior scholars are available for comment on the recent news of Malaysia Airlines’ potential corporate rebranding after its MH370 and MH17 disasters.

Jessica Li and Noelle Nelson, assistant professors of marketing, are scholars of consumer behavior and can speak on the airline’s efforts to rebrand after recent aviation tragedies have left its reputation at historic lows.

Media reports suggest the airline is looking at several options to reshape its image because of recent disasters.

Nelson says changing a brand name can be helpful in avoiding negative associations, but erasing memories of tragic events is especially difficult.

Li holds a doctorate in social psychology from Arizona State University. Her current research investigates how emotions and motivations affect consumer behavior, judgment and decision-making.

Nelson earned a doctorate in marketing from the Carlson School of Management at the University of Minnesota. Her research efforts include the role memory plays in consumer evaluations and how negative emotions affect consumer learning.

To schedule an interview, contact Austin Falley at 785-864-3852 or afalley@ku.edu.

Photos: From top, Jessica Li, Noelle Nelson.