@book { AnchoringbeiMarkenkombinationen,
    title = "Anchoring bei Markenkombinationen",
    author = "Bjoern {Leyser}",
    year = "2002",
    publisher = "Diplom.de",
    address = "Hamburg, Deutschland",
    doi = "10.3239/9783832454791",
    url = "https://m.diplom.de/document/220791"
}