$re = '/[\s,]+(.*?)=(?|{([^{}]*)}|(\w+))/';
$str = '@article{Roxas_2011, title={Social Desirability Bias in Survey Research on Sustainable Development in Small Firms: an Exploratory Analysis of Survey Mode Effect}, volume={21}, ISSN={1099-0836}, url={http://dx.doi.org/10.1002/bse.730}, DOI={10.1002/bse.730}, number={4}, journal={Business Strategy and the Environment}, publisher={Wiley}, author={Roxas, Banjo and Lindsay, Val}, year={2011}, month=sep, pages={223\\xe2\\x80\\x93235} }';
preg_match_all($re, $str, $matches, PREG_SET_ORDER, 0);
// Print the entire match result
var_dump($matches);
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for PHP, please visit: http://php.net/manual/en/ref.pcre.php