To cite mlogit in publications use:

Croissant Y (2020). “Estimation of Random Utility Models in R: The mlogit Package.” Journal of Statistical Software, 95(11), 1–41. doi: 10.18637/jss.v095.i11.

Corresponding BibTeX entry:

  @Article{,
    title = {Estimation of Random Utility Models in {R}: The {mlogit}
      Package},
    author = {Yves Croissant},
    journal = {Journal of Statistical Software},
    year = {2020},
    volume = {95},
    number = {11},
    pages = {1--41},
    doi = {10.18637/jss.v095.i11},
  }