This paper addresses two key questions about the effect of social bonds on the way in which a supplier allocates resources to its relationship with a buyer. In business markets, does strength of social bonds that a supplier perceives with a specific customer influence the supplier's allocations of resources relative to other customers? If social bonding does uniquely impact supplier allocation of resources to customers, does the impact vary by relationship duration? Design The study here tests three alternative theories of how interfirm social bonds impact suppliers' allocations of resources to customers: imprinting; honeymooning, and maturing. Imprinting theory suggests that first impressions support long-term favorable influences. Honeymooning theory suggests favorable first impressions end later with negative impacts. Maturing suggests a positive social by time interaction impact. Findings Analysis of data from sales and marketing managers confirms that two of these models of the impact of social bonding on supplier resource allocation, the imprinting theory and the maturity theory, are relevant. The findings indicate that the maturity and imprinting models of social bonding's influence on supplier resource allocations are more germane than the honeymoon model to interfirm relationship management. Implications The findings indicate that relationship managers need to take into account the clear effect that creation of strong social bonds in buyer-seller relationships, as distinct from financial bonds, has on the way in which suppliers allocate resources to those relationships and how relationship duration affects the way in which they do so. Originality/value The study tests research questions which are apparently heretofore untested in the extant literature and the study does so based on quantitative data rather than the qualitative data frequently used in this type of research. The study strengthens the argument, on a strong theoretical base, to adopt a collaborative, as opposed to a transactional, approach to interfirm buyer-seller relationships.