Bluff a fishy seeming player?

[Requin]

Only hist was a blind battle before, he minraised in SB I called. Flop Axx FD he bet 12 into 22, I reraised to 36, he called. Turn completes flush, he bets 1/4 pot I fold. Also thoughts on the turn raise please.

Party Poker
No Limit Holdem Ring game
Blinds: $3/$6
6 players
Converter

Stack sizes:
UTG: $597
UTG+1: $784.62
CO: $653.65
Button: $502.65
Hero: $633
BB: $857.90

Pre-flop: (6 players) Hero is SB with 6[img]/images/graemlins/spade.gif[/img] 4[img]/images/graemlins/spade.gif[/img]
<font color="#cc0000">UTG raises to $24</font>, 2 folds, Button calls, Hero calls, BB calls.

Flop: 9[img]/images/graemlins/heart.gif[/img] 7[img]/images/graemlins/spade.gif[/img] K[img]/images/graemlins/club.gif[/img] ($96, 4 players)
Hero checks, BB checks, UTG checks, Button checks.

Turn: Q[img]/images/graemlins/spade.gif[/img] ($96, 4 players)
Hero checks, BB checks, UTG checks, <font color="#cc0000">Button bets $18</font>, <font color="#cc0000">Hero raises to $100</font>, 2 folds, Button calls.

River: 4[img]/images/graemlins/diamond.gif[/img] ($296, 2 players)
<font color="#cc0000">Hero bets $354</font>