Publications

Publications

Borkovsky, Ron, Avi Goldfarb, Avery Haviv, and Sridhar Moorthy. 2017. An Empirical Study of the Dynamics of Branding Marketing Science. 36(4), 471-499.
Explores how brands are built and harvested in an oligopoly.

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.
Explores equilibrium effects of sponsorship bans in English football.

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
Structural estimation of brand alliances between NBA teams and players.

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

Working Papers