Establishing close relationships with customers and ultimately gaining loyal customers play a critical role in today's business world where always rapid changes occur. The more powerful way of this is to ensure that the customers voluntarily do something for the firm like acting customer citizenship behavior including such behaviors as being tolerant of adversities, being an advocate of the brand, helping other customers, and giving feedback to the firm. At this point, creating an experience which helps to live the brand and generating a strong emotion, love, against to brand come in question. In this regard, the aim of this study is to explain customer citizenship behavior through the concepts of brand experience and brand love. To reach this aim in the context of the smartphone industry, 394 people who use smartphones were surveyed online and the results were tested with structural equation modeling (SEM). According to research findings, brand experience is positively related to both brand love and customer citizenship behavior. Brand love also has a positive effect on customer citizenship behavior. In addition, brand love mediates the relationship between brand experience and customer citizenship behavior. As a result of the findings, suggestions were given both for the academia and the business world.
Anahtar Kelimeler: Brand Experience, Brand Love, Customer Citizenship Behavior.