Reputational factors as a basis for setting tuition fees above the market average: assessment and limits (case of russian universities)

The article analyzes the role of reputational factors in pricing in the market of paid higher education in the Russian Federation. Based on data from the monitoring of university effectiveness, RAEX and Interfax rankings, as well as a survey of applicants (N=620), it is revealed that reputation (brand history, ranking positions, graduate success, scientific schools) allows leading Russian universities to set tuition fees 35–90 % above the market average. A method for identifying the reputational premium is proposed. The limits of reputation monetization are identified: high price elasticity of demand in the regions (coefficient up to –2.1), competition from online programs, and the risk of reputational erosion when price and quality do not match. It is shown that exceeding the threshold of 600 thousand rubles/year for Moscow universities and 350 thousand rubles for regional ones leads to a sharp drop in demand.