The viscoelastic behavior of brominated isobutylene-co-p-methylstyrene (BIMS) rubber/hydrocarbon resin blends and BIMS/phenol formaldehyde resin blends was studied with the use of a rubber process analyzer. Dynamic mechanical analysis and scanning electron microscopy were used to evaluate the compatibility between the BIMS/tackifier blends. Strain sweep tests at temperature below the softening point of the tackifiers showed the formation of resin-resin networks in the incompatible BIMS/phenolic resin blends. However, resin-resin network was not prominent in the case of the compatible BIMS/hydrocarbon resin blends. Frequency sweep tests were performed at the strain amplitude within the linear region at several temperatures and the variations of shear storage modulus, G' and complex viscosity, eta* against frequency were recorded. The tackifying resins modified the viscoelastic properties of the BIMS rubber by reducing the storage modulus at lower frequency and by increasing the storage modulus at higher frequencies. However, this action was found to be highly dependent on (a) rubber-tackifier compatibility, (b) blend proportions, and (c) test temperature. Furthermore, stress relaxation measurements of the BIMS/tackifier blends at temperature below the softening point of the tackifiers showed longer period of relaxation for the incompatible BIMS/phenolic resin blends. POLYM. ENG. SCI., 48:2400-2409, 2008. (C) 2008 Society of Plastics Engineers