UDC 330

REPUTATIONAL FACTORS AS A BASIS FOR SETTING TUITION FEES ABOVE THE MARKET AVERAGE: ASSESSMENT AND LIMITS (CASE OF RUSSIAN UNIVERSITIES) Reputational factors as a basis for setting tuition fees above the market average: assessment and limits (case of russian universities)

Published in JOURNAL OF MONETARY ECONOMICS AND MANAGEMENT · Issue 9, 2026 · Pages 445–450 · Rubric: SCIENTIFIC ARTICLES
DOI: https://doi.org/10.26118/2782-4586-2026-445-450
Received: 30.09.2026 Accepted: 14.10.2026 Published: 14.10.2026
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.
university reputation, tuition fees, Russian higher education, pricing, university brand, RAEX rankings, paid educational services, demand elasticity, accessibility of education, human capital, reputational premium
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