@book { CoBrandingFitFactorsbetweenPartnerBrands,
    title = "Co-Branding: Fit Factors between Partner Brands",
    author = "Peter {Zickermann}",
    year = "2014",
    publisher = "Anchor Academic Publishing",
    address = "Hamburg, Germany",
    url = "https://m.anchor-publishing.com/document/312754"
}