Can't change color of item in QListView

I have the following code;

  QStringListModel *model = new QStringListModel();
  QStringList list;
  ui.listViewResults->setEditTriggers(QAbstractItemView::NoEditTriggers);
  ui.listViewResults->setViewMode(QListView::ListMode);

  list << "A";
  list << "B";
  list << "C";
  model->setStringList(list);

  QModelIndex vIndex = model->index(0, 0);
  QMap<int, QVariant> vMap = model->itemData(vIndex);
  vMap.insert(Qt::BackgroundRole, QVariant(QBrush(Qt::red)));
  model->setItemData(vIndex, vMap);

  ui.listViewResults->setModel(model);

Yet, the color does not seem to change, any ideas? Thanks!