@book { PsychologiederMarkenfhrung,
    title = "Psychologie der Markenführung",
    author = "Arnd {Florack} and Martin {Scarabis} and Ernst {Primosch}",
    year = "2012",
    publisher = "Vahlen",
    address = "München, Deutschland",
    url = "https://vahlen.openpublishing.com/document/1220804"
}