<p>This study draws on the service-dominant logic perspective and the awareness, interest &amp; desire, and action model to investigate the determinants of luxury brand resonance within the context of NFT online communities. Integrating the perspectives of fashion assets value-driven paradigm and value co-creation, the study explores how perceived values affect brand resonance through the mediation of value co-creation behaviors. Data collected from 577 respondents in the social media platforms such as Facebook and Discord in Taiwan are tested against the research model and hypotheses using the partial least square approach. The results indicate that security and a sense of belonging are primary drivers of co-creation behaviors, followed by utilitarian value. Accountability value influences helping &amp; feedback and rapport building, while self/other symbolic value significantly affects information sharing. Additionally, all three co-creation behaviors significantly predict four brand resonance variables: behavioral loyalty, attitudinal attachment, sense of community, and brand engagement. Information sharing emerges as the most influential factor in shaping brand resonance. However, the token economy value impedes co-creation behaviors, and hedonic value negatively affects rapport building. This study is a pioneering effort to investigate the determinants of luxury brand resonance in the context of the NFT brand community. These findings provide several important practical implications for how to create and manage luxury NFT brands. Also, based on the perspective of value-driven paradigm and value co-creation, this study contributes to the theoretical development regarding the determinants of luxury brand resonance in the context of NFT brand community.</p>