The viscosity, loop tack, and shear strength of silica-filled epoxidized natural rubber (ENR 25 and ENR 50 grade) adhesive were investigated using coumarone-indene as the tackifying resin. Silica loading was varied from 10-50 parts per hundred parts of rubber (phr), whereas the coumarone-indene concentration was fixed at 40 phr. Toluene was used as the solvent throughout the study. Polyethylene terephthalate substrate was coated at various adhesive coating thicknesses, i.e., 30, 60, 90, and 120 mu m using a SHEEN Hand Coater. Viscosity of the adhesive was determined by a HAAKE Rotary Viscometer whereas loop tack and shear strength were measured by a Llyod Adhesion Tester operating at 30 cm/min. Result shows that viscosity of the adhesive increases gradually with increase of silica loading due to the concentration effect of the filler. Both loop tack and shear strength show maximum value at 40 phr silica for ENR 25. However, the respective values for ENR 50 are 20 and 40 phr of filler. This observation is attributed to the maximum wettability and compatibility of adhesive on the substrate at the respective silica loadings. (C) 2010 Wiley Periodicals, Inc. J Appl Polym Sci 118: 3439-3444, 2010