Dyadic Reputations, Images, and Credibility: The Shared Nature of Intangible Resources in Buyer–Supplier Relationships

The study approaches the shared nature of intangible resources in buyer–supplier relationships. More specifically, we examine the impact of (cross)insurance mechanisms of past socially and environmentally responsible efforts on the perception of buyer–supplier dyads. Through a multi-factorial scenario-based experiment with a total sample of 426 participants, we assess the extent to which sustainability matters affect the way buyers and suppliers are jointly perceived. Empirical results show that firms’ attitudes and failures impact a reputational level beyond that of single firms, confirming the idea of intangible resources shared by dyadic formations. Coped with a theoretical debate on the limits of organizational borders, evidence supports the development of new concepts specifically designed to address the complexities of intangible resources in buyer–supplier dyads (i.e., dyadic reputation, dyadic image, dyadic credibility, attitude towards the dyad).