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MSI-Adobe Initiative

Introduction

On Brand Equity and Financial Impact; Deadline 29 Mar 2026

INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: Awards

Posted by: Yui Ishikawa

The Marketing Science Institute (MSI), in collaboration with Adobe, invites academic researchers to submit proposals for a new research initiative exploring the causal relationships between brand marketing, brand equity, and financial outcomes.

This initiative offers a unique opportunity to access proprietary Adobe data, experiments, and tools, collaborate directly with industry stakeholders, and conduct rigorous, high-impact academic research that advances both theory and practice.

Proposals are particularly encouraged in areas such as causal modeling of brand effects, long-term ROI of brand investments, integration of generative AI with brand measurement, and experimental or quasi-experimental approaches that isolate brand impact.

Priority Research Themes

Proposals may address (but are not limited to) the following research questions:

  • What is the magnitude and persistence of long-term ROI from brand marketing on topline metrics such as gross new orders and revenue?
  • How does sustained brand marketing interact with performance media (e.g., paid search, paid social, promotions) to influence conversion lift?
  • How can generative AI be integrated with traditional survey or behavioral data to create scalable, valid, high-frequency brand equity indices?
  • What is the causal effect of brand marketing on consumer-perceived brand equity over time, and how does it vary across segments or market conditions?

ÌýDeliverables and Timeline

  • Webinar: March 12, 2026 at noon-1pm Eastern
  • Submission Deadline: March 29, 2026
  • Preliminary Findings Presentation: June 30, 2026
  • Working Paper Timeline: 2026–2027 onward

MSI and Adobe will be hosting a webinar on March 12 at noon Eastern to discuss the research opportunity and answer any questions that academics may have. Register for the webinar .

To be considered, submit your proposal byÌýMarch 29, 2026. Full details and background are provided .

We encourage you to consider submitting your work and to share this opportunity with colleagues who may be interested.

Sincerely,

Marketing Science Institute