Branding

• Borkovsky, Ron, Avi Goldfarb, Avery Haviv, and Sridhar Moorthy. 2017. Measuring and Understanding Brand Value in a Dynamic Model of Brand Management. Marketing Science, 36 (4): 471-499 (John D.C. Little Award Finalist).

• Yang, Yupin, and Avi Goldfarb. 2015. Banning controversial sponsors: Understanding Equilibrium Outcomes When Sports Sponsorships are Viewed as Two-Sided Matches. Journal of Marketing Research, 52 (5): 593-615.

• Yang, Yupin, Mengze Shi, and Avi Goldfarb. 2009. Estimating the Value of Brand Alliances in Professional Team Sports. Marketing Science, 28 (6): 1095-1111. 

• Goldfarb, Avi, Qiang Lu, and Sridhar Moorthy. 2009. Measuring Brand Value in an Equilibrium Framework. Marketing Science, 28 (1): 69-86. 

• Forman, Chris, and Avi Goldfarb. 2008. How Has Electronic Commerce Research Advanced Our Understanding of the Offline World? Statistical Methods in eCommerce Research. Eds. Wolfgang Jank and Galit Shmueli. Wiley and Sons, chapter 2.