I agree with Sakkura. The GTX 770 is far better than the GTX 760, and for 1080p gaming it's the card that means the difference between a consistent 60 fps and a not-so-consistent 60-ish fps for a good number of games.
The hierarchy goes:
GTX 760 < Radeon HD 7970 < Radeon HD 7970 GHz Edition < R9 280X < GTX 770
If price isn't an issue, then the GTX 770 is the way to go.