The aim of this research was to empirical examine the influence of brand trust, perceived value on brand preference, and purchase intention for branded phones. The samples were gathered by a convenient sampling method. We collected data from 285 consumers who were visiting electronic supermarkets in Ho Chi Minh City, Vietnam. The measurement used a 5-point Likert scale ranging from 1=completely disagree, and 5=completely agree. PLS - Partial Least Squares method was performed to analyze the measurement model and the structural model. The study model was proposed from prior research. We had assessed the reliability of the scales through Cronbach’s alpha and composite reliability. As well, we also had evaluated discriminant validity through the Fornell-Larcker criterion. The findings of the study demonstrated that brand trust had a significantly positive influence on brand preference. Likewise, the findings of the research also stated that brand trust had a positive impact on purchase intention. The results revealed that perceived value had a positive effect on brand preference. Furthermore, the outcomes show that perceived value had a positive influence on purchase intention as well. Furthermore, the findings of the research showed that brand preference had a positive effect on purchase intention.

Abstract
1. Introduction
2. Literature Review and Hypotheses
    2.1. Purchase Intention
    2.2. Brand Trust
    2.3. Perceived Value
    2.4. Brand Preference
3. Research Methodology
    3.1. Sample and Data Collection
    3.2. Measurements
    3.3. Analytical Method
4. Results and Discussion
    4.1. Results
    4.2. Discussion
5. Conclusions and limitations
References

• Tri Cuong DAM(Faculty of Business Administration, Industrial University of Ho Chi Minh City) Corresponding Author