The Role of Boundary Spanner in Maintaining the Sustainability of Padang City Branding


  • Fitri Adona Politeknik Negeri Padang, Padang, Indonesia
  • Sri Nita Politeknik Negeri Padang, Padang, Indonesia
  • Yusnani Yusnani Politeknik Negeri Padang, Padang, Indonesia



Boundary spanner, public relations, city branding, brand awareness, digital marketing


The lack focus on brand positioning and brand identity in Indonesia, especially in creative industries based on local uniqueness, reflects a lack of development and competitiveness. This research critically evaluates the sustainable development of Padang City city branding with a focus on the role of leaders as boundary spanners in maintaining the sustainability of city branding and building brand awareness. Although required to create uniqueness, Padang City Branding is still influenced by the previous city branding development discourse, causing a lack of specifications and similarities with other cities in West Sumatra. Although the majority of the population is Muslim, the concept of halal tourism has not been created well. This study aims to understand the role of leaders in each institution as boundary spanners in maintaining the sustainability of city branding. As boundary spanners, leaders in each institution are considered central in maintaining the existence of city branding and building efficient policy networks. Observation-participating research methods using the Internet assist researchers in interacting with boundary spanners and understanding culture from the perspectives of its members. This research yields in-depth insights into the leader's key role as a boundary spanner in the context of Padang City city branding.


Adona, F. (2008). Komunikasi Brand Dalam Pemasaran Era Ekonomi Citra. Jurnal Ekonomi Dan Bisnis Polibisnis, 3(2), 129–136.

Adona, F. (2012). Etika Bisnis Periklanan: Pelanggaran Pedoman Etis Dalam Iklan Televisi 2012. Jurnal Ekonomi Dan Bisnis Polibisnis, 4(2), 44–62.

Adona, F. (2014). Kampanye Komunikasi Pemasaran Sumatera Barat Melalui Branding Communication: Analisis Pekerja Kreatif Industri Pariwisata. Jurnal Ekonomi Dan Bisnis Polibisnis, 6(1), 96–112.

Ahn, Y. J., Hyun, S. S., & Kim, I. (2016). City Residents’ Perception of MICE City Brand Orientation and Their Brand Citizenship Behavior: A Case Study of Busan, South Korea. Asia Pacific Journal of Tourism Research, 21(3), 328–353.

Ambrose, S. C., Rutherford, B. N., Shepherd, C. D., & Tashchian, A. (2014). Boundary spanner multi-faceted role ambiguity and burnout: An exploratory study. Industrial Marketing Management, 43(6), 1070–1078.

Andersen, P. H., & Kragh, H. (2015). Exploring boundary-spanning practices among creativity managers. Management Decision, 53(4), 786–808.

Casais, B., & Monteiro, P. (2019). Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto. Place Branding and Public Diplomacy, 15(4), 229–237.

Chakkol, M., Karatzas, A., Johnson, M., & Godsell, J. (2018). Building bridges: boundary spanners in servitized supply chains. International Journal of Operations and Production Management, 38(2), 579–604.

Colman, H. L., & Rouzies, A. (2019). Postacquisition Boundary Spanning: A Relational Perspective on Integration. Journal of Management, 45(5), 2225–2253.

de Jong, M., Chen, Y., Joss, S., Lu, H., Zhao, M., Yang, Q., & Zhang, C. (2018). Explaining city branding practices in China’s three mega-city regions: The role of ecological modernization. Journal of Cleaner Production, 179, 527–543.

Golestaneh, H., Guerreiro, M., Pinto, P., & Mosaddad, S. H. (2022). On the role of internal stakeholders in place branding. Journal of Place Management and Development, 15(2), 202–228.

Henninger, C. E., Foster, C., Alevizou, P. J., & Frohlich, C. (2016). Stakeholder engagement in the city branding process. Place Branding and Public Diplomacy, 12(4), 285–298.

Japutra, A., Molinillo, S., & Wang, S. (2018). Journal of Retailing and Consumer Services Aesthetic or self-expressiveness ? Linking brand logo bene fi ts , brand stereotypes and relationship quality. Journal of Retailing and Consumer Services, 44(July), 191–200.

Keij, L., & van Kranenburg, H. (2022). How organizational leadership and boundary spanners drive the transformation process of a local news media organization. Journalism, 24(10), 2318–2336.

Li, R., Wang, Y., & Zhang, H. (2023). Journal of Retailing and Consumer Services The shape of premiumness : Logo Shape ’ s effects on perceived brand premiumness and brand preference. Journal of Retailing and Consumer Services, 75(August), 103516.

Ma, W., de Jong, M., de Bruijne, M., & Schraven, D. (2020). Economic city branding and stakeholder involvement in China: Attempt of a medium-sized city to trigger industrial transformation. Cities, 105(June), 102754.

Nederhand, J., Van Der Steen, M., & Van Twist, M. (2019). Boundary-spanning strategies for aligning institutional logics: a typology. Local Government Studies, 45(2), 219–240.

Nordin, S. M., Mokhtar, N. I., Priyadi, U., Tarjo, T., Wan Ahmad, W. F., & Ahmad Rizal, A. R. (2023). Communicating Sustainable Brand Equity in a High Carbon Footprint and High-Risk Sector: Comparing Malaysia and Indonesia Oil and Gas Industry. Sustainability (Switzerland), 15(10), 1–19.

Richter, A. W., West, M. A., van Dick, R., & Dawson, J. F. (2006). Boundary Spanners’ Identification, Intergroup Contact, and Effective Intergroup Relations. Academy of Management Journal, 49(6), 1252–1269.

Shi, Y., Cui, T., & Kurnia, S. (2023). Value co-creation for digital innovation: An interorganizational boundary-spanning perspective. Information & Management, 60(5), 103817.

Sun, X., Cao, X., & Lau, Y. (2023). Exploring cruise tourists ’ sentiment expression pattern from online reviews : An insight into market positioning. Tourism Management Perspectives, 49(October), 101195.

Taecharungroj, V. (2023). Experiential brand positioning: Developing positioning strategies for beach destinations using online reviews. Journal of Vacation Marketing, 29(3), 313–330.

Yeniaras, V., & Gölgeci, I. (2023). When does boundary-spanner burnout connect participation and customer relationship performance? The role of the firm’s network centrality and network density. Industrial Marketing Management, 112(September 2022), 1–13.




How to Cite

Adona, F., Nita, S., & Yusnani, Y. (2023). The Role of Boundary Spanner in Maintaining the Sustainability of Padang City Branding. Economics, Business, Accounting & Society Review, 2(3), 163–173.