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In this work we investigate upon the determinants of students' choices  to  attend   bachelor degree studies outside the region of residence using information  provided by the Italian  National  Student Archive (NSA) on a cohort of students enrolled for the first time at the university in a.a. 2014/15.     The aim of the analysis is twofold: (i) to suggest value-added measures of university reputation  and (ii) to assess and split  the role played by the field of study in determining the  power  to attract students from other regions. To do this, a three-level  logistic regression model to deal with cross-classified units has been adopted for modelling the probability that freshmen in a given university are  mover  students (instead that  stayer) as a function of their socio-demographic characteristics, territorial area information and other sources of heterogeneity which concern both the field of specialization and the university reputation.