Vinsamlegast notið þetta auðkenni þegar þið vitnið til verksins eða tengið í það: http://hdl.handle.net/1946/23826
EVE Online is a massively multiplayer online game (MMO) published by the Icelandic game developer, CCP. MMOs are games that allow a great number of players scattered all over the world to play together via the Internet. The current study aims to measure EVE Online’s brand image among three different groups: 1) users, 2) non-users who either claim or do not claim to be fans of the brand. Two hypothesis were tested. The first stated that users of EVE Online have a more positive image of the brand than non-users. The hypothesis was not supported by the data and the overall brand image did not differ between the two groups. However, when brand image statements were investigated more closely, a pattern emerged which showed that users were more likely than non-users to agree with positive statements about the brand. The second hypothesis stated that non-users who claim to be fans of the brand have a more positive image of the brand than non-users who do not claim to be fans. The hypothesis was not supported by the data but which exhibited the same pattern which showed that non-users who claim to be fans were much more likely to agree with positive statements about the brand than non-users who do not claim to be fans.