ASCII strings and endianness

Endianness defines the order of bytes within multi-byte values. Character strings are arrays of single-byte values. So each value (character in the string) is the same on both little-endian and big-endian architectures, and endianness does not affect the order of values in a structure.

Without a doubt, you are correct.

ANSI C standard 6.1.4 specifies that string literals are stored in memory by "concatenating" the characters in the literal.

ANSI standard 6.3.6 also specifies the effect of addition on a pointer value:

When an expression that has integral type is added to or subtracted from a pointer, the result has the type of the pointer operand. If the pointer operand points to an element of an array object, and the array is large enough, the result points to an element offset from the original element such that the difference of the subscripts of the resulting and original array elements equals the integral expression.

If the idea attributed to this person were correct, then the compiler would also have to monkey around with integer math when the integers are used as array indices. Many other fallacies would also result which are left to the imagination.

The person may be confused, because (unlike a string initializer), multi-byte chacter constants such as 'ABCD' are stored in endian order.

There are many reasons a person might be confused about this. As others have suggested here, he may be misreading what he sees in a debugger window, where the contents have been byte-swapped for readability of int values.