This paper discusses the findings of an explorative study among selected Malaysian dog owners who regard their dogs as extended-self and their purchase behavior of dog related products and services. A qualitative research was conducted to gain some deeper insights on purchase behavior of dog related products and services, an under research area. The study aimed to determine whether these dog owners consider their dogs as an extension of their selves and describe their purchase behavior. In-depth interviews were conducted and four major themes on purchase behavior of dog related products and services emerged, namely loving my pet dog means loving myself, sense of possession, attachment and sacrifice and my pet is like me. The findings show that generally these dog owners consider their dogs as an extension of themselves with some participants demonstrating a stronger self-extension on their pets. Dog owners who view their dogs as their extended self, made purchase decisions as though they were purchasing and consuming these products and services for themselves. This understanding offers practical insight to marketers when marketing dog related products and services.