Ebrahim Rajabpour

Background: Brand loyalty is a key factor in the success of businesses, as loyal customers reduce marketing costs and enhance brand value. Brand image, through brand love, brand trust, and brand reputation, can influence customer loyalty. This research examines the impact of brand image on customer loyalty for the LC Waikiki apparel brand, considering the mediating role of these three factors.Aim: This study investigates the effect of brand image on brand loyalty, with the mediating roles of brand love, brand trust, and brand reputation among customers of the LC Man clothing brand. Methodology: This research is applied in terms of purpose and employs a descriptive-survey and correlational approach for data collection. The statistical population comprises LC Man brand customers, and through a non-random convenience sampling method, 389 members of the LC Man customer club who were active on social media were selected as the sample. A standardized questionnaire was used as the data collection instrument, whose validity was confirmed through content and construct validity, and reliability was verified using Cronbach's alpha coefficient. Data analysis was conducted using structural equation modeling (SEM) with the Smart PLS software. Conclusions: The results show that brand image directly influences customer loyalty and, by enhancing brand love and trust, can improve customer loyalty. Although brand reputation did not have a direct impact on loyalty, it plays a reinforcing role in brand image. LC Waikiki can enhance customer loyalty by strengthening its brand image and fostering consumer trust and emotions.