From my understanding, the ASRock's cooler is not the best, so the fans tend to run faster/louder.
I've read some people on the forums say that the MSI Armor's cooling is not the best.
I have ZERO experience with ASRock (they're new to the GPU scene, but have been doing motherboards for years), and the last MSI card I had was an MSI Radeon AGP 9550. Budget fanless card, that I bought in 2005. So, effectively no real experience with them.
Sapphire does AMD only, and I've heard good things about them. Again, somewhat dated, but I bought a fanless (big heatsink cooling solution) HD 6670 back in 2012 that still works fine.
BUT... I don't know if I'd pass on the MSI if all the others are adding 70-80€ to the price. That's a huge jump.