The rupee continued to rule firm against the American currency in the late morning trade and was quoted higher by 12 paise to 54.44 per dollar on sustained selling of dollars by banks and exporters amidst firm dollar overseas.The rupee resumed higher 54.49 per dollar as against the closing level of 54.56 per dollar at the Interbank ForeignExchange (Forex) market and moved in a range of 54.41 perdollar and 54.50 per dollar before quoting at 54.44 per dollarat 1040 hrs.