@incollection{Schulten2012,
  author    = {Matthias B. Schulten},
  title     = {Return on Social Branding},
  series = {Social Branding},
  publisher = {Gabler},
  address   = {Wiesbaden},
  isbn      = {978-3-8349-3755-1},
  doi       = {10.1007/978-3-8349-3755-1\_25},
  pages     = {371 -- 389},
  year      = {2012},
  language  = {de}
}