A while ago i also had to make the same choice, between Inno3D GTX 770 Herculez 3000 or R9 280x, and i went for the 770 because it suited me better.
both cards are very strong, with GTX 770 a little faster, especially EVEGA one. I guess you'll get some free games too with GTX 770. but the point is YOU! which games you play? for example games like UBISOFT are better for Nvidia and BF4 are good for AMD.
You can also consider these things: Go for AMD if you like : Mantle, 1 GB more VRAM (could be useful in resolutions higher than 1080p whilst gaming), and Bus Width, and BF4.
go for GTX 770 if you like : G force experience, Cuda, PhysX, G sync, and those free games.