Purpose – This study aimed to determine young Muslims’ animosity towards USA. This study also examined the impacts of socio demographic characteristics on their level of consumer animosity, and their perceptions towards USA brands’ attributes. Design/methodology/approach – Data collection method was self-administered survey, and the sampling method was convenience sampling. Findings – Results found young Muslims were high in consumer animosity. Socio demographic characteristics such as gender and socio economic status was found to have significant influences on consumer animosity, and perceptions towards USA brands. Practical implications – Marketers of new USA brands can try to mask the brand origin image and associate their brand with a country with favourable image. Whilst, marketers of established brands need to focus on product attributes-related information when targeting this segment. Furthermore, marketers shall consider the influence of socio demographic characteristics of their target, particularly in the design and formulation of their marketing strategy and communication. Originality/value – This study explores young Muslim consumers’ animosity towards USA. The influences of socio demographic characteristics on consumer animosity, and perceptions towards USA brands’ attributes were also tested.