Polymer chains consisting of water-soluble polyacrylamides, hydrophobically modified with low amounts of N,N-dialkylacrylamides (N,N-dihexylacrylamide (DRAM) and N,N-dioctylacrylamide (DOAM)) have been prepared via free radical solution polymerization, using two hydrophobic initiators derived from 4,4'-azobis(4-cyanopentanoic acid) (ACVA) containing long linear chains of 12 (C12) and 16 (C16) carbon atoms. This procedure resulted in polyacrylamides containing hydrophobic groups along the chain as well as at the chain ends. This class of polymers, termed combined associative polymers', has been studied and compared with the multisticker (with hydrophobic groups along the polymer chain) and telechelic (with hydrophobic groups at the chain ends) associative polymers, which were prepared with DHAM or DOAM and with the hydrophobic initiator (ACVA) modified with alkyl chains of two different lengths. The viscoelastic properties of these different families of associative polymers were investigated using steady-flow and oscillatory experiments. The effect of type, localization and concentration of the hydrophobic groups on the viscosity of the associative polymer solution was investigated. All viscosity curves clearly show two different regimes within the semidilute range: a first unentangled regime where the viscosity increases moderately; and a second entangled regime where the viscosity varies according to a power law, proportional to C-4. The relaxation time, T-R, and the plateau modulus. G(0), showed relatively high values which increased with the number of carbon atoms in the hydrophobic groups. The combined associative polymer (PAM-co-DHAM/ACVA12) showed relaxation times that remained relatively constant along the concentrations studied, but very high values of G(0). (C) 2004 Elsevier Ltd. All rights reserved.