Borkovsky, Ron, Avi Goldfarb, Avery Haviv, and Sridhar Moorthy. 2017. An Empirical Study of the Dynamics of Branding Marketing Science. 36(4), 471-499. 

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. 
     Final Version

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