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Purpose This study aims to explore how consumers process and respond to fake news on halal food in a Muslim-majority country. The study hypothesises that fake news that violates one’s moral code could induce anger resulting in brand hate. Religiosity plays a role as a moderating variable for the relationship. Design/methodology/approach Data were collected in two studies using quasi-experiment repeated measures factorial design, 2 × 2 between subjects. In Study 1, 219 participated, whereas in Study 2, a total of 173 was recruited for the experiment. The study uses one-way repeated measures design ANOVA and MEMORE to test the effects of moderation for repeated measures. Findings The findings indicate that fake news that violates one’s moral code, belief and values could induce anger and brand hate. Religiosity moderates the relationship between anger and brand hate Research limitations/implications The study’s limitations include the limited dimension measured for religiosity and brand hate. Originality/value The study of brand hate as opposed to brand love is relatively scarce. This study has observed how fake news that violates one’s moral code is detrimental to the brand, which in turn induces hate. Marketing managers have to be cautious in marketing their products in more religious countries. Besides, they have to be proactive in combating fake news that might tarnish their brand.
Zazli Lily Wisker (Sat,) studied this question.