A novel amphiphilic dendron coil macromonomer, 3,5-di(n-hexadecyloxy)benzoyloxy polyoxyethylene methacrylate [(3,5)16G1-CO(2)PEG(1000)MA, 6], was synthesized by esterification of polyoxythylene (molecular weight M = 1000) with 3,5-di(n-hexadecyloxy)benzoyl chloride followed by methacrylate chloride. The compound was then characterized by means of NMR and FT-IR. Moreover, a new kind of dendron hydrophobically modified alkali-soluble emulsion (DHASE) polymer was synthesized by emulsion copolymerization of macromonomer 6 with mathacrylic acid and ethyl acrylate. The rheological behavior of a series of DHASE was tested. It has been found that, during alkalization, while the value of pH reached to 6.5, all the samples of DHASE had a significant increase in terms of viscosity and obvious shear-thinning behavior. Besides, the solution viscosity increased with increasing the macromonomer 6 content and the polymer concentration. Moreover, the mechanism of the association process was discussed by examining the changes of G' and G '' in the angular frequency range of 10-2-102 rad/s. The results illustrate the potential of this novel amphiphilic dendron coil macromonomer in hydrophobically modified alkali-soluble emulsion polymers and associative thickeners for the first time.