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 <https://doi.org/10.18637/jss.v095.i11>.

A BibTeX entry for LaTeX users is

  @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},
  }