Why did you call? Was it because you had history with him that he bluffs? Or was it because you were too tilted to fold KK?

Anyway I wouldnt cbet full pot on this flop, or maybe not even cbet at all. There's too much room for him to check-raise jam with draws and cooler hands that force us to fold. If he bets the turn I probably call one street in case he's just doing it with a draw that he most likely checks on the river. If he bets on the river it's a reluctant fold since fish will do this with hands like J7. The thing is, even if he bets the river with J7, he doesnt see it as a bluff in his mind. He's just betting because he has a pair and you checked. It sucks but thats how fish play. You'll get your value the next time the board runs out J9Q23 and he happily calls all three streets.

good reading...cheers!