摘要：Today, the production, distribution, and consumption of mimicry and fake goods in sport are one of the global trends that are growing alarmingly and have become an income-generating industry. The purpose of the present study was to identify the mental patterns of experts about consumers of mimicry and fake brands of sports products. The research method was an interpretative paradigm, and in terms of data certainty, it is a combination of exploratory (qualitative-quantitative) approach and also it’s Q-methodology.The statistical population of this study consisted of sports marketing specialists, university professors of sports management and marketing, and sport goods retailers, who were selected by the purposeful method. Among the deep interviews with the experts and the research project, the set of Q's phrases was identified and endorsed in 29 phrases. Visual and conceptual narrative Q phrases and charts confirmed by the experts. By analyzing the factors, six mental patterns: price-orientation, service-oriented, figurative, value-oriented, empiricist, and challenges from experts were identified and interpreted. Finally, around the identified patterns discussed and the production of the main products with good quality and reasonable prices, as well as professional design in the shadow of the support of the operating system, as suggestions for the removal of the damages that mimicry and fake brands on the domestic market Are being introduced.
关键词：Mental Patterns;Experts;Mimicry and Fake Brands;Sports Products;Q-methodology
