Publications

Publications

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.