@book { CoBrandingFitFactorsbetweenPartnerBrands,
    title = "Co-Branding: Fit Factors between Partner Brands",
    author = "Peter {Zickermann}",
    year = "2013",
    publisher = "GRIN Verlag",
    address = "München, Germany",
    doi = "10.3239/9783656536932",
    url = "https://www.hausarbeiten.de/document/264423"
}