The relationships of fashion leadership, fashion magazine content and loyalty tendency

摘要

Purpose – The purpose of this study is to examine the influence of fashion magazine content on consumer loyalty behavior and to analyze the differences in fashion magazine content preference and loyalty tendency toward fashion magazines among the identified fashion consumer groups according to their level of fashion innovativeness and opinion leadership. Design/methodology/approach – A structured questionnaire was developed to collect data on the variables in the study. The data analysis consisted of exploratory factor analysis, multiple regression, multivariate analysis of variance (MANOVA), analysis of variance (ANOVA), and descriptive statistics including means, frequencies, and percentiles. Findings – Six fashion magazine content dimensions were identified. The results revealed that fashion magazine content was significantly related to loyalty tendency toward a fashion magazine. In addition, respondents' preference for fashion magazine content and their loyalty tendency varied according to fashion consumer group and their level of fashion innovativeness and opinion leadership. Research limitations/implications – The study has practical implications for fashion magazine editors and marketers regarding how to incorporate fashion magazine readers' wants and needs in relation to the magazine's content, how to position their magazines for targeting different groups of shoppers, and how to allocate the features of fashion magazines in order to promote readership and loyalty toward the fashion magazine. Originality/value – Despite the importance of fashion magazines as an information source, little research has been conducted to analyze fashion magazine content and its influence on loyalty tendency.