Studying the Effect of Clothes Color Indicators on Customers Loyalty, Mediated by the Brands Character and Credibility (Case study: LC Waikiki of Mazandaran Province)

Nowadays, brands influence various aspects of life and sometimes even represent our ways of life and culture. In this research, we investigate the impact of color index in clothes on customer loyalty by considering the mediation role of the brand character. A descriptive data collection and random sampling method were used in the statistical population of the customers of LC.Waikiki stores in the Mazandaran province. Following the Cochran formula, 384 customers were randomly selected as the sample population and asked to answer a Likert Scale standard questionnaire (a five point scale). The Cronbach's Alpha Coefficient of 0.813 was calculated which confirmed the validity and reliability of the questionnaires. SPSS22 and LISREL8.54 software were used for data analysis of the Kolmogorov–Smirnov, and Kaiser-Meyer-Olkin tests. The results indicate that the clothes’ color has a direct and meaningful effect on the customer loyalty. However, it is observed that the brand’s character and identity in relation to the clothes’ color, play a minor mediation role in the customer loyalty.