10/20 - KK - semi-bluffing top set

[Heisenb3rg]

Poker Stars
Limit Holdem Ring game
Limit: $10/$20
6 players
Converter

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

Flop: 5[img]/images/graemlins/heart.gif[/img] J[img]/images/graemlins/heart.gif[/img] 8[img]/images/graemlins/heart.gif[/img] (4.5SB, 2 players)
BB checks, <font color="#cc0000">Hero bets</font>, <font color="#cc0000">BB raises</font>, Hero calls.

Turn: K[img]/images/graemlins/heart.gif[/img] (4.25BB, 2 players)
BB checks, <font color="#cc0000">Hero bets</font>, <font color="#cc0000">BB raises</font>, <font color="#cc0000">Hero 3-bets</font>
planning to check the river UI or fold river UI if bet into...

Player is tricky Lag..

Do I have enough fold equity here to justify the investment?
Not just folding hearts but his air?

Any value in making him spew on the river if he does happen to have A hearts and he caps me on the turn, then the baord pairs?

Also, in an optimal strategy, what kind of hand would be best for bluff raising here some % of the time? I thought "KK" at the time, but maybe this is wrong and I just justified a spew?