@incollection{HeiderZerres2018,
  author    = {Heider, Ulrich and Zerres, Christopher},
  title     = {Markenbewertung},
  booktitle = {Handbuch Marketing-Methodik},
  volume    = {2},
  editor    = {Zerres, Christopher},
  edition   = {2.},
  isbn      = {978-87-403-2274-3},
  url       = {https://bookboon.com/de/handbuch-marketing-methodik-band-2-ebook},
  institution = {Fakult{\"a}t Medien und Informationswesen (M+I) (bis 21.04.2021)},
  pages     = {256 -- 279},
  year      = {2018},
  language  = {de}
}