The syntax
variable=value command
is often used to set an environment variables for a specific process. However, you must understand which process gets what variable and who interprets it. As an example, using two shells:
a=5
# variable expansion by the current shell:
a=3 bash -c "echo $a"
# variable expansion by the second shell:
a=3 bash -c 'echo $a'
The result will be 5 for the first echo and 3 for the second.