Verma, S., S, S., Suraj, S., Gupta A, S. and R, S. 2026. Evaluating Brand Loyalty in the Face of Generic Drug Entry: A Case Study Approach . International journal of intellectual advancements and research in engineering computations. 14, 2 (Apr. 2026), 201–206. DOI:https://doi.org/10.61096/ijiarec.v14.iss2.2026.201-206.