الفهرس 
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Abstract
Objectives: Drawing on Stimulus-Organism-Response (SOR) model, this study aimed to investigate the role of Brand Passion (BP) in the relationship between Brand Experience (BE) and Customer Citizenship Behaviors (CCB).
Methodology: A quantitative method with a deductive approach was chosen in this research. A total of 610 responses were returned, 598 of them were valid for further analysis. Convenience sampling was used to distribute the questionnaire. Structural Equation Modelling partial least square path modelling (PLS-SEM) was used to assess the structural relationship and test hypotheses.
Findings: The results show that BE has no significant impact on CCB. BE significant impacts CCB. BP significantly impacted CCB. Brand passion fully mediated the relationship between BE and CCB.
Implications: Theoretically, this study contributes to the growing area of research in BE, BP, and CCB. Practically, the study explained the critical success factors of BE in Five-star hotels in Egypt.