We analyzed the pretest data using exploratory factor analysis to group the items in the survey data into 16 factor. Respondents from s.1 and 2 viewed 14 factors as core elements of brand love itself, though these 14 factors subdivided some themes from s.1 and 2 into smaller units. Respondents from s.1 and 2 saw one of these 16 factors as an antecedent of brand love. The other contained managerially relevant consequence item.