Come on, how can you compare them? Both are good. Luck is just one extra move, allowing you to strike hard against someone else, while morale is like a double strike, a strengthened one. But the funniest thing is that both morale and luck can affect anyone and at any time...
I can add that in the case of morale, the additional strike can be directed at whoever you want, but in the case of luck, if the planned strike completely destroys an enemy slot, the luck bonus is wasted.
Справочник по НоММ-4 http://handbookhmm.ru/pamyatka-dlya-heroes-iv.html
Памятка по НоММ-3 http://handbookhmm.ru/pamyatka-dlya-homm-iii.html
и HotA http://handbookhmm.ru/vyishla-obnovlennaya-pamyatka-dlya-homm-iii-hota.html