Organizational Psychology

Purpose. The paper aims to develop a scale to measure personal branding based on the utilization of resources. It also investigates the influence of personal branding on subjective career success considering the Kaleidoscope career model. The role of future time perspective in the above relationship is also examined. Methodology. Qualitative research with group discussions helped develop the measurement scale for personal branding. Quantitative research was used to test the proposed relationships. Data were collected from 356 adults in Hanoi, Vietnam. Partial least square structure equation modeling was conducted with SmartPLS software. Findings. Three approaches to personal branding: competence-based, relationship-based and identity-based were proposed. Competencebasedand identity-based personal branding positively while relationship-based negatively influencescareer need satisfaction, which in turn predicts subjective career success, with future time perspective moderates the relationship. Implications for practice. In building personal brands, utilization of strength can bring about desired impact. However, reliance on relationship-based approach may have negative effect on career parameters. Combination of approach for optimal branding is advisable. Personal branding has been a recent interest, especially using social media. It is important to understand both the bright and dark side of personal branding in the pursuit of career success. Value of the results. The paper proposes a new approach to conceptualize personal branding and suggests three strategies for building personal brand. It also explores the career impact of personal branding based on the satisfaction of career needs as identified by the Kaleidoscope career model. Finally, the role of future time perspective provides new contributions to literature.