@book { DieRelevanzderUnternehmensmarke,
    title = "Die Relevanz der Unternehmensmarke",
    author = "Marcel {Kranz}",
    year = "2018",
    publisher = "Peter Lang Verlag",
    address = "Berlin, Germany",
    doi = "10.3726/b13593",
    url = "https://www.peterlang.com/document/1068198"
}