cmake: Cannot specify string config options in cli

[m-torhan]

Describe the bug
When trying to build app with string config option specified in cli like:

west build -p always -b stm32f746g_disco ./samples/basic/blinky -- -DCONFIG_USB_DEVICE_PRODUCT=\"test\"

or

west build -p always -b stm32f746g_disco ./samples/basic/blinky -- '-DCONFIG_USB_DEVICE_PRODUCT="test"'

the build fails with

CMake Error at /.../zephyr/cmake/modules/yaml.cmake:551 (string):
  string sub-command JSON failed parsing json string: * Line 65, Column 116

    Missing ',' or '}' in object declaration

  .
Call Stack (most recent call first):
  /.../zephyr/cmake/modules/yaml.cmake:494 (to_yaml)
  /.../zephyr/CMakeLists.txt:2307 (yaml_save)

To Reproduce

1. Clone Zephyr repository, run west init and update.
2. Run build (as above)

west build -p always -b stm32f746g_disco ./samples/basic/blinky -- -DCONFIG_USB_DEVICE_PRODUCT=\"test\"

Expected behavior
App is built with no errors.

Impact
Cannot specify string config options in cli.

Environment (please complete the following information):

• OS: Linux (6.13.2-arch1-1)
• Toolchain: zephyr 0.16.5
• Commit: ad845fd

Additional context
As it worked before, I checked which commit introduced this issue and found this:
cdbe424
which makes sense as \" in the JSON are turned into \\". Part of this JSON

  "west" : 
  {
    "command" : "/.../zephyr/.venv/bin/west build -p always -b stm32f746g_disco ./samples/basic/blinky -- -DCONFIG_USB_DEVICE_PRODUCT=\"test\"",
    "topdir" : "/.../",
    "version" : "1.3.0"
  }

After ESCAPE macro:

  "west" : 
  {
    "command" : "/.../zephyr/.venv/bin/west build -p always -b stm32f746g_disco ./samples/basic/blinky -- -DCONFIG_USB_DEVICE_PRODUCT=\\"test\\"",
    "topdir" : "/.../",
    "version" : "1.3.0"
  }

[github-actions]

Hi @m-torhan! We appreciate you submitting your first issue for our open-source project. 🌟

Even though I'm a bot, I can assure you that the whole community is genuinely grateful for your time and effort. 🤖💙

[kartben]

@m-torhan thanks for taking the time to report this!
Closing as duplicate of #86167