摘要：The purpose of this paper is to identify role model influencers on purchase intentions of dog owners and explore the effects of these influencers on consumer behavior in the dog industry. This study looks at the effects of parental, veterinarian and other dog owner role model influences on word of mouth, brand loyalty and switching behaviors of dog owners. The results indicate that there is a significant and positive relationship between each of the different role models and individual dog owner’s word of mouth, loyalty and switching behaviors.
关键词：Word of Mouth; Loyalty; Switching Behaviors; Pet Ownership; Role Models
