This paper introduces the idea of the possible relationship between high and low BESC, brand engagement in self-concept, consumers and their response to brands using FTZs, free trade zones. It gives background information on FTZs, BESC, and both concepts combined. The paper proposes two hypotheses concerning these concepts. The first hypothesis is: people who have a higher BESC will respond with strong negative attitudes toward businesses that utilize FTZs. The second hypothesis is: people who have a lower BESC will respond with mild attitude or have no feelings at all toward businesses that utilize FTZs. While research will need to be conducted to confirm my hypotheses, my thesis sets up the foundation for future primary research studies in this area. Also, this paper contributes to both FTZ and self-concept literature by introducing the notion of the possible connection between the two concepts. It will give an understanding to what effect FTZs have on a brand's image from the consumer's perspective. Furthermore, it will determine how much consumers care about a product's development and the true influence that BESC has on the consumer's beliefs about a brand's ethical behavior, in terms of using FTZs. There has not been previous research to support this idea, so this paper attempts to achieve that. It will give a new light to research in both FTZs and BESC.