In your picture that shows the Rotor (NOT Armature) out of the motor, I see a few problems.
The Green coating on the Right hand side of the Rotor is rubbed off.
This indicates to me that you are experiencing slight contact between the Rotor and the Stator core when energized.
The Rotor may spin freely when not under power, but the magnetic field generated when it's running will pull it off center and cause it to drag.
Which explains why it doesn't make the noise as it coasts down to a stop.
Also the bearing on the right hand side shows discoloration on the outer race, this is because the race is actually rotating in the Endbell bore.
Poor machining tolerances on Chinese motors causes this problem on a lot of their products.
By carefully measuring the bearing OD and bore ID you'll find your problem.
The Airgap between the Rotor and Stator is usually around .004", so you don't have much leeway here.
If the difference in OD/ID is not excessive (should need to be lightly tapped into place), you may get away with applying Loctite to the OD of the bearing and reassembling the motor.
Try fitting the Endbell to the Rotor without the Stator, if it slips on easily, Bingo you have your problem.
(Check the fit of the bearing/bore on the drive end as well), but the way the Rotor is marked indicates to me the problem is most likely confined to the one end.
You may be able to add a very thin shim stock around the OD of the bearing if it's way off. Loctite it in place.
My father owned an electric motor shop for over 50 years and I spent many years working for him.
Sorry for the long winded reply, but I tried to explain it as best as possible.
Good Luck
Tommy