String Literals
String literals are specified by one or more characters enclosed in double quotes. The default data type for string literals is varchar, but you can assign a string literal to any character data type or to money or date data type without using a data type conversion function.
To include a double quote inside a string literal, you must precede it with a backslash; for example:
"The following letter is quoted: \"A\" "
which evaluates to
The following letter is quoted: "A".