This paper deals with the effects of perceived quality, perceived fit and perceived difficulty, and interaction between perceived quality and fit on consumer evaluations of brand extension. We used multi‐item scales to measure these constructs. Data were analysed via structural equation models. Results show that both perceived quality and perceived fit have direct positive effects on consumer evaluation of extensions. We find support for the chance of transferring the positive values of a brand to an extension is greater when consumers see the extension as a good fit with the original brand and the original brand is considered as of high quality.

Banking plays a vital role in the financial life of an industry, and the significance of banks can be realized from the fact that they are measured as to be the life-blood of the modern economy. The Banking industry is considered as the mirror of any country. Banks are especially crucial for developing economies like Bangladesh, which has 57 listed banks. Due to increased competition, banks are trying to grab a new and growing market segment like the students' segment. So, there is a gap to explore student's purchase intention toward banking service as the intention is one of the critical predictors of behavior. Banks utilize service marketing strategies, a key concept of service marketing, to retain existing customers, and attract new ones. Therefore, this paper addressed the impact of a service marketing mix on the purchase intention of banking service among university students in Dhaka city, the capital of Bangladesh. The results should enable marketers to detect the most critical and significant drivers affecting the purchase intention of university students. All the elements of the service marketing mix except place, promotion, and physical evidence were significantly related to purchasing intention. It has implications for bank service marketers regarding the practical design of mix strategy of service marketing for student segments. K E Y W O R D SBangladesh, banking service, purchase intention, service marketing mix, university students

This paper proposes a framework for the analysis of partitioned country-of-origin associations on consumer product quality evaluations. This research clarifies the roles of country-of-design, country-of-assembly, country-of-parts and brand image in evaluating consumer perceptions of product quality. Data were analyzed via structural equation models using Amos 5.0. Results from structural equations analysis reveal a broader conceptualization of consumer perceived quality in Bangladesh as reflected in the model. In particular it was found that for high involvement products like television, perceived country-of-origin association instead of brand image significantly influence in shaping perceptions of quality in the country.

This study examines the factors contributing to academic probation in university settings and highlights the problems that students encounter in higher education institutions in Bangladesh. The study focused on students facing academic probation on two private universities in Bangladesh and analyzed students' response with respect to nine different factors - difficulty in understanding language, weak communication skills, weak educational background, ‘grading is too difficult’, involvement with other activities, wrong course selection, lack of seriousness in studies, family problem and personal problem. In the survey, the sample consisted of 242 probation students: 80 per cent were male and 20 per cent were female. In this research, results suggest that probation students are more likely to experience academic difficulties, are more prone to drop out and, yet, are more willing to receive institutional assistance (how to return to good academic standing) as compared to other regular students. The authors conclude by discussing policy implications of the findings and defining avenues for further research. One of the shortcomings of this study is the use of private university student samples only. Consequently, the generalization of our results may be limited. The authors developed and instituted a probationary student support initiatives program to both assist these students and understand how their background characteristics and perceptions of the learning environment impacted on their academic standing.

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The traditional fashion had always been just apparelling need for most of the people of Bangladesh. Over the last decade, unique contrives of apparelling has been adapting substantially to cope with the changing needs of the society but keeping in mind an inducing sense of traditional fashion which people can differentiate themselves from others. Interestingly, the traditional fashion has reached to a very competitive market in Bangladesh. As a consequence, some of the fashion houses such as, Aarong, Prabartana, Nipun, Anjans, Kay Kraft, Deshal, Rang, Sadakalo and Nabarupa have been successful to create a brand value. Specifically, Sadakalo is one of the leading fashion houses with particular focus on traditional clothes. The main aim of this article is to demonstrate how a fashion house can gain competitive advantages despite unpredictable market challenges. The article focuses on origin of Sadakalo, their products and retailing, markets and customers, planning, sourcing and warehousing, design and production, distribution, store operations, marketing and management issues and competitive challenges of Sadakalo that specially led to achieve competitive advantages. The article also explores the dynamic ideas and capabilities of the entrepreneur of Sadakalo.Vision 18(2) 125-135

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