The relationships of fashion magazine content, loyalty tendency, and fashion magazine usage: an analysis of fashion consumer groups

The purpose of this study was to examine the differences in fashion magazine content preference, fashion magazine usage, and loyalty tendency toward fashion magazines among the identified fashion consumer groups and to analyze the relationships among preference of fashion magazine content, loyalty tendency toward fashion magazines, and fashion magazine usage. A total of 256 surveys were completed by female undergraduate students at the University of Georgia. MANOVA, ANOVA, and regression analyses were used to test the relationships among the variables. The results indicated significant relationships between all of the variables.