عنوان مقاله [English]
The rapid growth of the Halal market and its many unknown opportunities has attracted the attention of economic actors and global marketers. Understanding the consumers' mental image from the Halal brand can help to understand their behavior and facilitates the activity in the Halal market for businesses and companies. This research aims to study the consumers' mental image from the Halal brand. The present research has applied orientation, survey strategy and exploratory - descriptive purpose. By using the neural network technique and MATLAB software, the data collected through interviews with 48 experts and managers of marketing, sales and research and development that were familiar with the Halal brand were studied. The samples were selected by using the targeted non-probability method. The number of samples was determined based on the theoretical saturation by the snowballing method. The results indicated that the mental image of Iranian consumers from Halal brands includes the following characteristics: the responsibility of the producer, the utility and effectiveness of products, quality of products, building loyalty in customers, making mental peace for customers and differentiation.