From No Limit Hold 'em: Theory and Practice by David Sklansky and Ed Miller.
Concept No. 28: With strong hands, generally raise either a small, pot-building amount or a large, hand-defining amount. Don't raise an amount in the middle that both tells your opponents that you have a good hand and offers them the right implied odds to try to beat you.
I think it's better to just always bet a normal amount. I don't think you should you ever raise a "hand-defining amount." This will enable good players to play correctly against you, which means they will probably just fold unless they have you beat. This is clearly a terrible scenario for your strong hands. Bad players might call you with worse hands, but they even bad players are usually more likely to call a smaller bet. Then you can outplay them post-flop.
I'm also not a fan of "pot-building" bets, but these could conceivably work. Personally, I'd rather bet a little more and risk making a few players fold. Usually the result will be a pot of around the same size with fewer opponents, meaning you have a better chance to win.