To Call Or Not To Call

[papilindo]

after the flop its heads up w/ me last to act, i am fairly certain my opponent has p QQ, KK or AA, i have KJc w/ high card Jxx on board and flush draw. I called a 1/3 size stack bet on flop after several limpers folded, leaving their pre-flop $ in the pot (after 4x BB raise by bad guy). Both of us have med. stack size. x on turn, I called 1/2 stack size bet, then folded on river w/ another blank. I don't like to chase but given my hand and size of his bets, I called him down then, of course, regretted after for having abandoned my "principles". Bad calls on my part?